The Use of Focus Groups for Idea Generation - Term Paper Example

Focus Group Research Method [Assignment Number] [Section Number] Focus Group Research Method Introduction: Humans have struggled, from the beginning of time to inquire reasons of things around them and their unseen affects. Several research methodologies and techniques have been developed over the years in one’s struggle to get a better understanding of the issues that influence human life (Vygotsky, 2012). One of the methods that have been quite popular in this regard is the qualitative research method, developed in the early 1980s. It is a type of scientific research method, which encourages people to think and express issues that need to be catered for the development of the society. And help researchers of any field or company to get an insight of human attitudes (Kitzinger, 1995). Researchers have found that the investigation made in this method, is unique from other research methods, as the question asked are not technical but conceptual. This allows an individual to put forward one’s concept and contribute equally in the research (Devers, 1999, p.1155-1156). The focus group research method is one of the types of the qualitative method which has gained significant popularity in the new businesses, helping them collect data about their company’s standards and internal issues more effectively (Gibbs, 1997, p.5-7). A simple definition of a focus group method given by David L. Morgan (1996) states that the focus group tends to look into the concepts and believes, forming human attitudes and norms (Morgan, Focus Groups, 1996, p .129). Unlike, the brainstorming method of researching, where everyone just raise their point, the focus group centers around one main topic and encourages people to give their responses on that topic. The group of people is chosen such that they do not differ from each other much, in their status, class or education, so they can be open in sharing their knowledge and experiences (Packer, Race, & Hotch, 1994, p.1-3). Implementation of focus research method in Academic literature The focus group method has benefited largely in the field of academic literature, making easier for researchers and writers to get an insight of one’s life. Often a simple questionnaire is design to give an idea about the objective of the research to the participants. And to dilute a complicated topic, to make the participants comprehend and respond easily (Gibbs, 1997, p.5-7). Initially, this method was used in the field of social sciences, as a tool to define human attitudes and psyche, but by the passage of time it earned vast acceptance in the field of medical research. The reason lies in the flexibility of the method, in dealing with any kind of issue equally well and in gathering a reliable data for the topic (Heary & Hennessy, 2000, p.52-53). The use of the focus group method in the academic literature of various fields is briefly illustrated as under: Political sciences: The focus group method in the field of political sciences, remains in a dilemma as to whether the data collected by the method should be considered reliable or not, and some political scientist believe that the information gathered by this research cannot be verified. Contrary to this dilemma, it has been adopted by several researchers of political sciences and various apolitical parties, in their campaigns to spread their message to the mass public (Savigny, 2007, p.122-125). The success of this method in the political science is because, when a party tries to collect the data of people, who are in against their party, it can go for other research methods, which can give more accurate statistics of the data. But for the political parties who want to know the reason behind their dislike and believes forming that reason, focus group is the best applicable method (Copsey, 2008, p.3). Medical sciences: According to a medical research carried out in medical universities and health forums, the focus group method is the most commonly used method to carry out a healthy discussion on medical issues, which normally remains in dark, and people hesitate to talk about them (Kevern & Webb, 2001, p.323). In the recent past, this method has been practiced substantially in the nursing research groups. The researchers say that the focus group method makes it easier to address more people at one time, with each individual actively involved in the discussion. Moreover, the participants have a platform where they can reflect on their own perception and get a chance to re-evaluate themselves for better understanding of the topic (Wilkinson, 1998, p.331-332). The data collection of issues like; AIDS and pregnancy problems are always difficult, as it is hard to make people express themselves fully on the topics they do not feel comfortable in talking. But by using the focus group research tool, the group of people is first made to discuss on a common topic, and then slowly and gradually when they have overcome their fear of expressing, they are asked to respond on a more critical issue, which then looks quite easy to handle (Rafferty & Traynor, 1997, p.16). Implementation of focus research method in Business management Several researches on business setups and development, have shown the involvement of fields like; human psychology, business administration and organization behavior to have a significant involvement in business management. In the recent years, many organizations and business groups have started practicing the focus group method, to get a better understanding of the issues generated by these areas and to deal with them wisely and effectively (Anderson & Narus, 1998, p.5). In the analysis of market research and employee satisfaction by a company, the focus group method serves as a fast and simple research method, which provides a relevant data and consumes less time and resources. The Companies opting this method have been successful in identifying their strengths and weakness and the key areas to work on, without spending too much of the company’s resources (Freitas, Oliveira, Jenkins, & Popjoy, 1998, p.3). The following are some of the disciplines of business management, where we can see the execution of the focus group method: Addressing the queries: In any discussion, a participant might raise a point or topic, not anticipated by the moderator and the moderator might fail to justify the response. In a focus group, the facilitator or the re-presenter of the company, who is supervising the discussion, encourages such occurrences and sees what other respond on that point. This problem handling technique is effectively carried out in many organizations, schools and NGOs (Startups, 2012). In such group discussions, the organizations does not try to come up with a logical explanation for each, but aims to clear the perception behind that query by active interactions among the participants. If the discussion contributes to a better understanding of the problem, the moderators encourage more discussion, and if not, they try to divert it by raising a new issue, and keep a record of the issues that need to be countered (Fern, 1982, p.5-6). Employee management: The qualitative method has helped the business groups learn to mange their employees resourcefully. Several businesses in the past vanished due to the poor management of their employees, and failing to create an environment where each employee feels like a member of the company and not just a servant (Packer, Race, & Hotch, 1994, p.1-2). The directors and managers of various companies felt the need of employee’s involvement in company’s decisions, to give them ownership and make them work with greater interest and zest. So they incorporated the focus method in their employee’s survey report and decision making groups, which proved remarkably successful in their aim to make the employees content and satisfied (Bitsch, Harsh, & Mugera, 2003, p.11-14). Idea Generation: Many companies, which are always seeking innovative ideas to expand their business and stay in the competition of leading brands, have taken help from the focus method, to think in a broader perspective. This research method facilitates the participants to not just throw an idea but to look it from all possible angles and draw a quick conclusion, whether it will help the company to flourish in the long run, or would be a waste of time and money (Startups, 2012; Fern, 1982, p.1). Customer care The growing need of reaching the customer at the right time, with the right product has necessitates the need of using the right strategy. Numerous researches show that the companies using the focus group method has been more successful in identifying the needs of their customers and dealing them effectively, than the companies opting the conventional research method (Anderson & Narus, 1998, p.6). The informal interaction method of the focus group makes it easier for the participants to be spontaneous and share their point of view with others. Companies and organizations try to infer the expectations of their customers from this discussion, and form a data report which could help them making future plans and goals (Bitsch, Harsh, & Mugera, 2003, p.6). Conclusion: After a through study of all the mentioned researches and practcal scenarios, it can be concluded that the focus group method has a substantial contribution in the field of research including academic literature, human behaviour and business management. Though the limitations still exist and it is not possible to eliminate them completely, the method still proves to be very efficient in identifying the grey areas of one’s life. Moreover, it is easily applicable and can provide desired data and would consume less efforts and time. The verification of the data can be done by conducting multiple focus group discussions, thus adding to the reliability of the data. As the complexity of the social and moral issue increases in the present time, the focus group method continues to serve as a powerful research tool in dealing with people’s mindsets. Refrence List Anderson, J. C., & Narus, J. A. (1998). Business Marketting: Undersatnd What Customers Value. New York: Harvard Business Review. Bitsch, V., Harsh, S. B., & Mugera, A. W. (2003). Risk in Human Resource Management and Implications for Extension Programming – Results of Focus Group Discussions with Dairy and Green Industry Managers. Canada: Michigan State University. Copsey, N. (2008). Focus Groups and the Political Scientist. Birmingham: The University of Birmingham. Devers, K. J. (1999). How will we know "good" qualitative research when we see it? Beginning the dialogue in health services research. Health Service Research , 34 (5), 1153-1188. Fern, E. F. (1982). The Use of Focus Groups for Idea Generation: The Effects of Group Size, Acquaintanceship, and Moderator on Response Quantity and Quality. Journal of Marketing Research , 19 (1), 1-13. Freitas, H., Oliveira, M., Jenkins, M., & Popjoy, O. (1998). The Focus Group, A Qualitative Research Method:Reviewing The theory, and Providing Guidelines to Its Planning. Baltimore: University of Baltimore. Gibbs, A. (1997). Focus Groups. Social Research Update , 5-16. Heary, C. M., & Hennessy, E. (2000). The Use of Focus Group Interviews in Pediatric Health Care Research. The Journal of Pediatric Psycology , 27 (1), 47-57. Kevern, J. & Webb, C. (2001). Focus groups as a tool for critical social research in nurse education. Nurse Education Today, 21 (4), 323-333. Kitzinger, J. (1995). Qualitative Research: Introducing focus groups. Cardboard: BMJ Group Publishing Ltd. Morgan, D. L. (1996). Focus Groups. Annual Review of Sociology , 22, 129-152. Packer, T., E.H. Race, K., & Hotch, D. F. (1994). Focus groups: a tool for consumer-based program evaluation in rehabilitation agency settings. The Journal of Rehabilitation , 30 (4), 1-7. Rafferty, A. M., & Traynor, M. (1997). Quality and quantity in research policy for nursing. Journal of Research in Nursing , 2 (1), 16-27. Savigny, H. (2007). Focus Groups and Political Marketing: Science and Democracy as Axiomatic? The British Journal of Politics & International Relations , 9 (1), 122-137. Startups. (2012). Using focus groups to evaluate your business idea. Retrieved October 25, 2012, from Startups. Build a better business: http://www.startups.co.uk/using-focus-groups-to-evaluate-your-business-idea.html Vygotsky, L. (2012). Cultural-Historical Theory, Education and Cognitive Development. Retrieved October 25, 2012, from State University: http://education.stateuniversity.com/pages/2539/Vygotsky-Lev-1896-1934.html Wilkinson, S. (1998). Focus Groups in Health Research Exploring the Meanings of Health and Illness. Journal of Health and Psychology , 3 (3), 329-348. Read More