The focus group interview is utilized in a controlled research setting to collect rich data from a target group. Participants are selected based on key demographical traits which include, but are not limited to, socioeconomic status, gender, ethnicity, location, race and age.
The method’s design offers high flexibility to the research process as facilitators can pivot from the initial research outline in real-time if participants are leading the interview down unexpected routes. Additionally, it is a worthy alternative or supporting method to surveys and participant observation.
1. To provide insight into the research management process
2. To provide students with practical experience facilitating focus groups online and/or offline
3. To prepare students to value what participants say and don’t say, body language and vocal tone which provide insight into novel subject areas.
4. To enable students to respect qualitative techniques
Course Period: 6 SESSIONS