In sociological science and practice, it is customary to consider a focus group as a qualitative method of collecting information in groups of a homogeneous structure, based on the provisions of group dynamics and involving the focused work of respondents under the guidance of a facilitator. In other words, a focus group is a focused group interview aimed at identifying participants in their subjective perception of any objects or phenomena of reality during the discussion.
Such a joint discussion is an integral attribute of any sociological focus group. It is through collective communication and solving a problem situation that
information is
collected.Focus group in sociology. Features of the selection of interview participants
The focus group, as a rule, consists of 6-8 respondents. Such a number of subjects is necessary for all participants to be involved in the discussion of the proposed research topic.
Focus group participants can be selected according to certain criteria (nationality, religion,
marital status, educational level, age, etc.) or randomly (for example, by telephone directory to achieve maximum validity). When selecting subjects, intragroup homogeneity is observed, since it allows participants to feel more relaxed and free. Recruitment of people for focused interviews is carried out using preliminary questioning, observation or analysis of the data available to researchers. Also, to attract respondents, advertising and announcements in the media can sometimes be used, but such a selection can adversely affect the results of the study. Respondents attracted by an ad may pursue the goal of additional earnings.
The scenario of the group discussion is thought out in advance: questions are prepared, the necessary methodological material, etc. Conducting a focus group requires the participation of a qualified specialist - a psychologist (or an experienced sociologist) who is able to understand the real attitude of respondents to the material under discussion. The standard time allotted for discussion of two topics is 2 hours. To conduct an in-depth group interview, a room is prepared consisting of two soundproofed rooms, between which there is one-way transparency glass (this is necessary so that observers record all the nuances during the discussion). Everything that happens during a group discussion is necessarily recorded on a video camera, and subsequently the data obtained are analyzed.
Focus group is a method of collecting information on a wide variety of topics.
The problems addressed by the participants in the discussion can vary greatly - from the choice of pharmaceutical products to subjective preferences in any food. In many issues, the focus group is indispensable: an example of the topics discussed in the discussion is the study of consumer attitudes to any brand of product or company. Often, the focused interview method is used to address intimate, sensitive issues (for example, the preferred method of contraception, some kind of illness or financial issues common to all members of the group). A focus group is an effective method for quickly obtaining truthful information about a wide variety of objects or phenomena of the world. Respondents express their thoughts in a free form, while their true attitude to the discussed object is clearly traced, including through non-verbal reactions. A focus group is a serious event involving a professional approach to its implementation.