A focus group is a method of gathering information in sociology

In sociological science and practice adoptedconsider the focus group as a qualitative method of collecting information in groups of a homogeneous structure, based on the provisions of group dynamics and suggesting focused work of the respondents under the guidance of the facilitator. In other words, a focus group is a focused group interview aimed at identifying the participants of their subjective perception of any objects or phenomena of reality during the discussion.

Such a joint discussion is an essential 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 selection of interview participants

The focus group usually consists of 6-8 respondents. This number of subjects is necessary for all participants to be involved in the discussion of the proposed research topic.

Участники фокус-группы могут подбираться по certain criteria (nationality, religion, marital status, level of education, age, etc.) or randomly (for example, in the telephone directory to achieve maximum validity). When selecting subjects, intragroup homogeneity is observed, as it allows participants to feel more relaxed and free. Recruitment of people for a focused interview is done using a preliminary survey, observation or analysis of data available to researchers. Also, advertising and announcements in the media can sometimes be used to attract respondents, but such a selection can negatively affect the results of the study. Respondents attracted by the ad, may pursue the goal of additional earnings.

The group discussion scenario 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 the respondents to the material under discussion. The standard time allocated for the discussion of the two topics is 2 hours. For the in-depth group interview, a room is being prepared consisting of two soundproof rooms, between which there is glass of one-sided transparency (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.

A focus group is a method of gathering information from a wide variety of topics.

Issues considered by the panelistscan vary greatly - from the choice of pharmaceutical products to subjective preferences in any food. In many issues, the focus group is irreplaceable: an example of the topics discussed in the discussion is the study of the attitude of consumers to a brand of a product or company. Often a focused interview method is used to address intimate, delicate problems (for example, the preferred method of contraception, any disease or financial issues inherent to all members of the group). A focus group is an effective method of quickly obtaining accurate information about a wide variety of objects or phenomena of the surrounding world. Respondents express their thoughts in a free form, while their true attitude to the object under discussion is clearly visible, including through non-verbal reactions. A focus group is a serious event that involves a professional approach to its implementation.