Deck 7: Focus Groups

Question 1

Patrick wants to learn more about how older Canadians at retirement facilities use social media to talk about grief. Since his participants already know each other and are all located in the same place, he decides that it is the perfect opportunity to use ________. Patrick will organize groups of men and women to conduct in-depth interviewing in a moderated group discussion. Patrick will use the content of the conversation as data, as well as to analyze the interactions among participants.

A) focus groups
B) ethnographic interviews
C) content analysis
D) standardized interviews

Answer 1

focus groups

Question 2

The main difference between focus groups and in-depth interviews is ________.

A) focus groups look at differences between men and women while in-depth interviews do not
B) focus groups involve professional researchers while in-depth interviews can be done by novice and student researchers
C) focus groups use a moderator to lead a group conversation while in-depth interviews are typically one-on-one
D) focus groups use unobtrusive observation to look at interactions while in-depth interviews use more interactive research techniques

Answer 2

focus groups use a moderator to lead a group conversation while in-depth interviews are typically one-on-one

Question 3

The textbook author's discussion of conducting focus groups on how students felt about the implementation of a new curriculum demonstrates that focus groups can help us ________.

A) predict the impact of a new curriculum on students' grades
B) predict which student participants will go on to complete graduate degrees
C) understand what individuals think about a particular topic and how they talk about the topic with each other
D) understand what steps to take to implement a new curriculum at your university

Answer 3

understand what individuals think about a particular topic and how they talk about the topic with each other

Question 4

Raj has just completed his focus group study of team dynamics amongst university athletes and is trying to make sense of the data. His focus groups each included six athletes-a basketball player, a field hockey player, a golfer, a diver, a soccer player, and a gymnast. During the data collection, Raj had difficulty moderating the conversation and found that conversation was minimal even after asking probing questions. In this case, sparking spontaneous, rich group conversation was likely difficult because ________.

A) Raj did not offer the participants a high enough honorarium
B) Raj was not likeable enough as a moderator
C) the recruited participants were too knowledgeable about the research topic
D) the recruited participants did not share enough common characteristics

Question 5

An important strength of talking circles is ________.

A) they avoid the possibility that a few assertive individuals may dominate the discussion
B) they attempt to achieve consensus
C) they avoid incorporating participants' world views so they are more objective
D) they are easier to organize than focus groups

Question 6

David L. Morgan calls ________ the "Achilles heel" of focus groups because if the members of each group are not compatible, there will not be a rich discussion.

A) poor moderation
B) poor recruiting
C) poor planning
D) poor execution

Question 7

Some focus group researchers have separate groups for men and women because ________.

A) gender analysis is easier this way
B) analysis is impossible in mixed-gender groups
C) men tend to dominate in mixed-gender groups
D) women tend to dominate in mixed-gender groups

Question 8

When Beverly Holbrook and Peter Jackson failed to recruit participants for a focus group using a traditional marketing-research method that involves calling potential participants, they ________.

A) paid a professional market research firm to recruit their participants
B) offered child care services and reimbursed transportation costs to entice participants
C) used random sampling techniques to ensure their results would be generalizable
D) turned to settings where people would ordinarily meet, talk, and socialize, including mother and toddler centres, seniors' homes, and job clubs

Question 9

Focus group interview guides should include transitional questions or statements. An example of a transitional question is ________.

A) "What were the most important aspects of our conversation?"
B) "Changing subjects, let's talk about . . ."
C) "Tell me about . . ."
D) "Can you recall a time in your life when…"

Question 10

The ________ is the individual who facilitates focus groups. This person guides the group with as little intervention as possible while maintaining the group's focus.

A) guide
B) lead researcher
C) moderator
D) facilitator

Question 11

The best space to hold a focus group is ________.

A) a lecture hall with a podium
B) the researcher's kitchen
C) the library
D) a seminar room with an oval table

Question 12

The author makes all of the following logistical suggestions for advance planning, except ________.

A) carefully consider where to place microphones
B) do not provide refreshments as they detract from conversation
C) arrive 30-45 minutes in advance of the focus group
D) make sure there are comfortable chairs

Question 13

Hydén and Bülow suggest that the moderator encourage people to talk as though they were ________ to establish an informal, open atmosphere in which all the participants feel comfortable participating and freely expressing their opinions.

A) on a coffee break
B) at work
C) attending a party
D) at a family dinner

Question 14

Gillian is conducting a focus group with Canadian expats teaching English as a second language in Korea. During the session, Gillian notices that her participants really start to work together as a team to describe how feelings of homesickness are alleviated by involvement in expat potluck dinners organized by a local community group. She notices the participants have become interactive and productive and start to really value each other's points of view. Her participants even came up with a new idea for how to make these potluck dinners more inclusive and recognized they were using the dinners as a way to bridge their new and old cultures. Gillian was impressed that she didn't have to say much at all to keep the conversation going. According to Litosseliti, Gillian experiencing the ________ of the focus group.

A) norming and performing stages
B) adjourning stage
C) forming and norming stages
D) conversational stage

Question 15

According to Hollander, when analyzing focus group data, it is important to remember that the attitudes and opinions expressed by participants are ________ through interaction.

A) stabilized
B) reinforced
C) socially constructed
D) strengthened

Question 16

Jenny Kitzenger's focus-group study on the effect of media messages about AIDS involved a careful analysis of participants' interactions. Based on her experience, Kitzenger suggests that researchers include ________ in their data analysis for different types of interaction.

A) mixed-methods techniques
B) computer software
C) turning points
D) codes

Question 17

When the textbook author and her partner were analyzing the focus-group transcripts from their study of the equality of women and men in the Bahá'í Community of Canada, they noticed that the discussions tended to have a ________ that was consistent across groups. This sociological term refers to the stages a social group passes through.

A) staged approach
B) narrative
C) career
D) lifespan

Question 18

Talking circles have a sacred meaning for many Indigenous communities. They originated among the Woodland Tribes in the Midwest, where they were used as a ________.

A) parliamentary procedure
B) research technique
C) social movement
D) resistance ritual

Question 19

Salim is in the planning stages of his research project on healing rituals in northern communities. Prior to conducting his research, he starts to have informal conversations with members of the community to discuss which cultural symbols will be used in their group interviews, to gain perspectives about how they can establish the ground rules associated with this symbolism, and to decide on how to guide the discussion. In his study, Salim's research technique is most likely ________.

A) a focus group
B) a talking circle
C) a norming group
D) an in-depth, semi-structured interview

Question 20

________ among focus group members is more complicated than in in-depth interviews, where the interviewer promises not to divulge any information that would connect the participant to the research.

A) Anonymity
B) Consent
C) Confidentiality
D) Respect

Question 21

Focus groups that were once used to develop propaganda materials and to create training manuals for soldiers were referred to as ________.

A) talking circles
B) focussed interviews
C) group interviews
D) market research

Question 22

When analyzing the data from focus group conversations and interactions, that textbook author notes that researchers need to recognize all of the following, except ________.

A) analyzing and writing up focus group data presents unique challenges
B) accept that they often lose the distinctive characteristics of focus groups when they analyze the data as though the interactions among members of the groups were not meaningful
C) pay attention to both the content of the conversation as well as how participants interact with one another
D) fill in gaps in their moderator's field notes when they do not include enough comments on group dynamics

Question 23

In general, focus groups aim to achieve a consensus among participants who are discussing the research topic.

Question 24

Talking circles are often more appropriate than focus groups for research with Indigenous communities.

Question 25

Initially, both market researchers and sociologists used focus groups primarily to help them design surveys.

Question 26

Focus groups are a standalone researcher technique. For instance, a researcher should not use focus groups to help develop questions for additional surveys or interviews.

Question 27

Rebecca Hall's findings from her study of how diamond mines affected the way Indigenous women in the Northwest Territories were key in showing how to move beyond the deficit model that assumes that any problems Indigenous people have reflect some inner weakness or inferiority.

Question 28

Focus-group studies are an easy, short way to collect data.

Question 29

Focus group researchers often use different recruitment strategies than in-depth interviewers.

Question 30

Many of the principles of writing qualitative interview questions are appropriate for a focus group guide.

Question 31

When conducting a focus group, the moderator is looking to establish an informal, open atmosphere in which all the participants feel comfortable participating and freely expressing their opinions.

Question 32

In the forming stage of a focus group, it is time for the moderator to wind things up by summarizing the discussion and asking if anyone has anything to add to the summary.

Question 33

Focus group participants often come into the group with stable underlying attitudes and opinions.

Question 34

In focus group data analysis, it is important to not only examine what is said by whom but also what is not said and who is silent in the group.

Question 35

Briefly explain how sociologists and market researchers have used focus groups.

Question 36

Identify what information researchers should provide after participants agree to attend a focus group. What do you think is the best way to provide this information?

Question 37

Discuss why Lia Litosseliti recommends conducting a pilot focus group before officially beginning your study.

Question 38

Lia Litosseliti describes the stages of conducting a focus group. Names these stages and briefly explain what happens in each stage.

Question 39

Briefly discuss what strategies you might use to avoid having one person dominate the discussion during a focus group.

Question 40

Using examples, briefly explain why researchers should consider the social status of participants when deciding who should participate in each focus group.

Question 41

Explain the difference between talking circles and focus groups. Make sure to discuss the strengths and limitations of talking circles when conducting research with Indigenous communities.

Question 42

Discuss the following claim: "Moderating focus groups is easy."

Question 43

Describe the ethical issues you expect to encounter and how you would address them when conducting focus groups.