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1、AseminaronFocusGroupsPeterD.MulcahyManagerofInstituteOperationsInstituteforSurveyResearchNovember17,2006DecidingtouseFocusGroupsWillfocusgroupsserveyourpurposes?Whatarethestrengthsandweaknessesoffocusgroups?Commonusesforfocusgroups.Doyouhavetheresourcesyounee
2、d?WillFocusGroupsServe YourPurposes?Focusgroupsareaqualitativeresearchmethodthatreliesongroupdiscussionandgroupdynamicstogeneratedataonatopicortopicschosenbytheresearcher.(Thisdefinitionisintentionallybroadandincludesmostformsofgroupinterviewing.)Somequalitat
3、ivetechniquesaremistakenlycalled“focusgroups.”Focusgroupsareameansofdatacollection.Techniquessuchassupportgroupsorcommitteemeetings,arethereforenotfocusgroups.Focusgroupsemphasizegroupinteraction.Techniquessuchaspublicforumsorindividualresponses,arethereforen
4、otfocusgroups.Inatruefocusgroup……itisYOURfocus.ThisisaRESEARCHER-constructedforumforgatheringdata.…butitisTHEIRgroup.Itistheparticipants’discussionsthatgeneratethedata.StrengthsandWeaknessesofFocusGroupsFocusgroupshaveadvantagesanddisadvantageswhencomparedwit
5、hotherdatacollectiontechniques.Strengths:Groupdiscussionshelptheresearcherunderstandnotjustwhatpeoplethink,butalsohowandwhytheythinkthewaytheydo.Interactionrevealsparticipants’experiences,feelingsandideas.Interactionalsoshowstheextentandsourcesofconsensusandd
6、iversity.StrengthsofFocusGroupsStrengths(cont.):Groupscreateamorenaturalinteractionbyallowingparticipantstoplayaroleingeneratingthedata.Groupsarealsomoreflexibleduetotheopen-endedformatthatallowsyoutorespondtoemergingdata.StrengthsofFocusGroupsWeaknesses:Focu
7、sgroupslacktherepresentativenessofsurveysbecauseofthesmallpurposefulsamples.Focusgroupslacktheconclusivenessofexperimentsbecauseoftheopen-endedprocedures.WeaknessesofFocusGroupsHowdofocusgroupscomparetootherqualitativeapproaches?Focusgroupscanbemorenaturaltha
8、nin-depthindividualinterviews,butlessnaturalthanobservationalapproaches.Focusgroupsallowformoredepth(probing)thanobservationalmethods,butlessdepththanindividualinterviews.TwoApproachesto
