Focus Group Discussion
BibTeX
@MISC{Escalada_focusgroup,
author = {M. Escalada and K. L. Heong},
title = {Focus Group Discussion},
year = {}
}
Share
 |
 |
 |
 |
||
OpenURL
Abstract
The focus group discussion (FGD) is a rapid assessment, semi‐structured data gathering method in which a purposively selected set of participants gather to discuss issues and concerns based on a list of key themes drawn up by the researcher/facilitator (Kumar 1987). This qualitative research technique was originally developed to give marketing researchers a better understanding of the data from quantitative consumer surveys. As an indispensable tool for marketing researchers (Krueger 1988), the focus group discussion has become extremely popular because it provides a fast way to learn from the target audience (Debus 1988; US Department of Health and Human Services 1980). Marketing and media studies have shown that the focus group discussion is a cost‐effective technique for eliciting views and opinions of prospective clients, customers and end‐users. In agriculture, focus groups have been used to obtain insights into target audience perceptions, needs, problems, beliefs, and reasons for certain practices. Focus group discussion guide To keep the session on track while allowing respondents to talk freely and spontaneously, the facilitator uses a discussion guide that lists the main topics or themes to be covered in the session. It serves as a road map that guides the facilitator in covering the list of topics and keeping the discussion on track. The number of items in the guide is generally kept to a minimum to leave enough time for in‐depth discussion. It should focus only on relevant research issues. The sequence of topics in the guide usually moves from general to specific (see Box 1 for sample FGD guide). The following steps are suggested for developing the focus group discussion guide:
Keyphrases
focus group discussion focus group discussion guide main topic key theme target audience perception focus group researcher facilitator discussion guide target audience qualitative research technique relevant research issue depth discussion human service cost effective technique fast way certain practice following step prospective client rapid assessment medium study road map u department enough time sample fgd guide indispensable tool marketing researcher quantitative consumer survey end user
