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On using focus group in group-interview and brainstorming formats as quantitative research method
A focus group can also be used group interview since it can be formatted to involve three to five experts and knowledgeable people who work as non-book resources to provide insights to the specific questions or concepts presented to them. This way, group interview can become a qualitative research method to enhance background knowledge of a topic as well as find hypotheses to be tested.
Often a focus group is formed by a group of people with credentials and scholarship who are questioned about a specific concept, situation, idea, etc. Focus groups as group interviews are designed to be interactive and to gain quick understanding of to a specific issue, idea or concept at hand.

Focus groups can also be used for generation of diverse ideas in the form of brainstorming. However, the two formats of the focus group require trained moderator with background in investigative journalism to guide the interaction to ensure that maximum use is made of the time allocated for gathering relevant qualitative data rapidly to be used at any stage of a research project

Here is an example of a group interview as a research tool leading to a research abstract titled "Towards Making an NGO a Social Media Outlet: Outcomes of a Focus Group and a Brainstorming Session"

There is no denying the fact that we are amidst a digital age presently. Keeping this in view, a Jaipur-based NGO organized a focus group (N=3, Participants: Electronic media experts; Duration: 1 hour) and a brainstorming session (n=8, inclusive of focus group; Duration: 1 Hour; Rounds: 5) on "How NGOs can use social media to build a community of supporters?" The exercise resulted in identification of electronic social media tools and integrated communication actions and activities as a part of NGO's annual plan.

 A new component of the NGO's work titled 'Social Media Activities' was created. Focus group created an insight into the following area in the use of social media: Raising public awareness of NGO's cause; raising funds; reaching out to new constituents and supporters; Building a community of advocates and champions of the cause.

Some of the tools suggested through brainstorming were the website, whatsapp groups, facebook, social networks, blogs, microblogs or twitter, feed-back loops, e-mails, e-forums; e-newsletter, closed groups, online video or YouTube contributions, presentation sharing and photo sharing.

 It was recommended by the focus group that the NGO must make a modest beginning and slowly build up periodically through the stages of 'crawl, walk, run and fly' to enhance the existing communications programmes and make 'social media a game-changer' with expert guidance.

Keywords: Brainstorming, focus group, NGO plan, social media

Editorial NOTE: This article is categorized under Opinion Section. The views expressed in this article are solely those of the author and do not necessarily represent the views of In case you have a opposing view, please click here to share the same in the comments section.
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