Contents

1. CHAPTER ONE ...................................................................................................................... 2

2. CHAPTER TWO ....................................................................................................................... 3

2.1. Review of related Literatures ............................................................................................. 3

2.1.1. Historical Development of Focus Group Discussion .................................................... 3
2.1.2. The Relationship of Focus Group Discussion to Qualitative Methods ......................... 4
3. CHAPTER THREE .................................................................................................................... 6

3.1 Analysis and Applications..................................................................................................... 6

3.1.2. Formulation of Focus Group Discussion .................................................................. 7
Advantages and challenges of Focus group discussion ......................................................... 15
3.1.5 The difference Between FGD and Group Interview .................................................... 15
Conclusion .................................................................................................................................... 17

References ..................................................................................................................................... 18

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 CHAPTER ONE
INTRODUCTION

Focus Group Discussion (FGD) is a qualitative method that uses a structured group conversation
to gather multiple people's perspectives and experiences at the same time. FGDs can provide
detailed insights into collective attitudes and group dynamics. However, this method has some
drawbacks, including the possibility of dominance by more outspoken participants, the influence
of social pressure on respondents' honesty, and the difficulty of controlling debates to keep them
focused and constructive. Moderators in FGDs must be adept at moderating talks, ensuring that
all participants have an opportunity to speak, and resolving any conflicts or disagreements that
emerge. Another problem with FGDs is that the results can be highly influenced by participant
interactions, thus researchers must be cautious when interpreting the data and avoid drawing
overly broad conclusions (Wilinkson.1998).

A Focus Group Discussion (FGD) is a qualitative research method and data collection technique
in which a selected group of people discusses a given topic or issue in-depth, facilitated by a
professional, external moderator. This method serves to solicit participants‘ attitudes and
perceptions, knowledge and experiences, and practices, shared in the course of interaction with
different people The technique is based upon the assumption that the group processes activated
during an FGD help to identify and clarify shared knowledge among groups and communities,
which would otherwise be difficult to obtain with a series of individual interviews. Yet, this
method does not presume that A) all the knowledge is shared equally among a studied group, or
that B) in each community there is a common, underlying, homogeneous knowledge. Rather, an
FDG allows the investigator to solicit both the participants‘ shared narrative as well as their
differences in terms of experiences, opinions and world views during such ‗open‘ discussion
(Silverman.2006)

A focus group discussion is a qualitative data collection method that engages 6 to 12 people—
with shared characteristics pertinent to the specific discussion topic—and is led by a trained
facilitator. The shared characteristics may relate to a particular problem, livelihoods occupation,
age, social group, place of residence, experience of adopting or not adopting a specific behavior
promoted by a project, etc. The discussion is facilitated using a semi-structured interview guide
to foster active participation and in-depth discussion. (Dixon.2005)

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 2. CHAPTER TWO

2.1. Review of related Literatures

2.1.1. Historical Development of Focus Group Discussion

Focus groups emerged from the work of sociologist Robert K. Merton and his colleagues in the
1940s. Merton, along with colleagues, initially used focus groups as a tool to understand social
phenomena and group dynamics. During the Second World War, they set out to analyze the
effectiveness of propaganda with the use of focus groups. That‘s really where it all began about a
decade later; it gained more traction in the business world in the 1950s. Researchers realized that
compared to traditional surveys, a more in-depth discussion among a small group of consumers
gave them deeper insights. (Patton, M. Q. 2002)

The origin of the Focus Group was in sociology. Now, FG is used intensely in the marketing
field, and also, it has been growing in popularity in another area. In social science, Robert
Merton published the first work using Focus Group. Paul Lazars Feld and others later introduced
this technique in marketing (Morgan, 1988).

Focus Group is a type of in-depth interview accomplished in a group, whose meetings present
characteristics defined with respect to the proposal, size, composition, and interview procedures.
The focus or object of analysis is the interaction inside the group. The participants influence each
other through their answers to the ideas and contributions during the discussion. The moderator
stimulates discussion with comments or subjects. The fundamental data produced by this
technique are the transcripts of the group discussions and the moderator's reflections and
annotations. The general characteristics of the Focus Group are people's involvement, a series of
meetings, the homogeneity of participants with respect to research interests, the generation of
qualitative data, and discussion focused on a topic, which is determined by the purpose of the
research.(Kitzinger, J. 1994)

Focus group discussions are not new. The method has been documented as early as the 1920s
and refined through the 1930s in social science research, but it gained most prominence
throughout the 1950s as a tool for market research. Following its popularity in the 1950s the
method largely fell out of use for several decades until it gained a resurgence in health and
social science research in the 1980s (David & Sutton, 2004). Since then focus group discussions

3
have become a core qualitative method in social science research and have been increasingly
used across multiple academic disciplines.

Focus group discussions emerged because researchers wanted to explore alternative interviewing
techniques that would overcome the limitations of traditional one-on-one interviews. In
particular, they sought to overcome the artificial nature of in-depth interviews with
predetermined, closed-ended questioning, which could restrain participants‘ responses or lead
them to respond in a particular way. They also wanted to reduce the overall influence of an
interviewer on a participant (Neville, C. (2007)

2.1.2. The Relationship of Focus Group Discussion to Qualitative Methods

Focus Group Discussion (FGD) and Qualitative Methods have a strong and complementary
relationship since FGD is a common method in qualitative research. The moderator in a FGD
serves as a facilitator, guiding the discussion. This moderator must be adept at controlling group
dynamics, encouraging active participation, and keeping the debate focused on pertinent
subjects. In the context of qualitative research, the moderator's role is critical in ensuring that the
data obtained is rich in non-numerical data, such as participant opinions, sentiments, and
impressions. This data provides detailed insights into the subject under study that cannot be
stated quantitatively. Participants in FGDs are chosen based on factors related to the research
topic. The diversity of participants can strengthen the debate by bringing new viewpoints and
experiences. (Akyıldız, S. T., & Ahmed, K. H. (2021)

This diversity aids in the contextualization of data in qualitative approaches by allowing

researchers to grasp the phenomenon from multiple perspectives. Participants in focus group
discussions also provide an opportunity to investigate social and cultural factors that influence
their opinions, which is one of the primary goals of qualitative research. Moderators use
discussion guides to manage the flow of conversation and guarantee that all relevant issues are
covered. These instructions are adaptable and can be altered during the discussion, consistent
with the characteristics of qualitative approaches, which frequently employ an inductive
approach. This means that questions or subjects raised during the discussion can be tailored to
participant responses; allowing new themes to emerge that were not previously explored. This
flexibility enables researchers to delve deeper into pertinent and emerging issues during the data
collection process.( (Creswell, J. W. 2012)

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Group interaction is an important component of FGDs, as interactions between participants can
disclose social dynamics and collective ways of thinking that individual interviews may not have
revealed. These exchanges reveal not only individual perspectives, but also how the group's
social context shapes and influences those opinions. In qualitative approaches, researcher-
participant interaction is critical, and in focus group discussions, this connection is expanded to
include exchanges among participants. This allows you to monitor how ideas evolve and how
individuals affect one another, which can provide additional insights into the underlying social
and cultural systems. Data analysis in FGDs entails coding and evaluating data from discussion
transcripts. This involves recognizing themes, patterns, and categories that arise from the data.
Data analysis in qualitative approaches is frequently iterative, with researchers repeatedly
returning to the data to investigate new findings and get a better understanding. (Dixon.2005)

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 3. CHAPTER THREE

3.1 Analysis and Applications

3.1.1 When to Use Focus Group Discussions

Focus group discussions are a very flexible research method and therefore have a wide variety
of applications. They are particularly effective for exploratory research, but are oft en mistakenly
viewed as only applicable for this type of research. However, focus group discussions have much
wider research applications; they can also be used for explanatory and evaluation research and
can be a valuable component of mixed methods research designs. The results of focus group
research have been applied widely to health, social science, and behavioral research; strategic
planning; health promotion; policy development; program evaluation; and other areas of social
science research. As with all methods of qualitative analysis and Applications (Sim, J., &
Waterfield, J. 2019)

Focus groups are commonly used in market research, product development, and social sciences.
They provide valuable insights into consumer preferences, perceptions, and behaviors. Focus
groups are also useful for exploring sensitive topics or understanding complex issues that require
in-depth exploration. On the other hand, group interviews find applications in various fields,
including job interviews, academic research, and public policy. Group interviews allow for the
collection of diverse perspectives and opinions, making them suitable for understanding a wide
range of topics and issues. (Lewis.2003)

Focus group discussions are particularly suitable for the following research applications:

 To explore topics about which little is known or where the issues are unclear.
 To explain specific behaviors or beliefs and the circumstances in which they
occur.
 To evaluate a service, program, or intervention and understand reasons for its
success or failure.
 To design a survey or experimental study by identifying the issues, terminology,
or components to include.
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  To gain diversity of experiences and perspectives on the study topic.
 To understand context, culture, or social norms surrounding the research issues,
because social moderation can distinguish typical from uncommon behavior.
 To understand group processes (i.e., decision-making) by observing how
participants discuss an issue, influence each other, or decide on a strategy for
action.

3.1.2. Formulation of Focus Group Discussion

Steps to Conduct a Focus Group

Acording to (Van Eeuwijk, P., & Angehrn, Z. (2017) the followings are steps to formulate focus
group discussion:-

Step 1: Define Objectives

The first step is to clarify what you hope to achieve from the focus group discussion. Define
clear research objectives and questions that guide the focus group discussion.

Step 2: Recruit Participants

Select participants who represent your target audience. Ensure participants have diverse
backgrounds to provide well-rounded insights but also share common characteristics relevant to
the study.

Participant Selection Criteria:

Demographics (age, gender, location)

- Experience level (users of a product, service, or issue)

- Specific interests or behaviors relevant to the research

Step 3: Develop a Discussion Guide

A discussion guide is essential for structuring the session. It includes open-ended questions that
encourage participants to share their thoughts and feelings. Questions should be straightforward,
unbiased, and designed to stimulate conversation.

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Step 4: Choose a Moderator and Prepare the Setting

The moderator plays a critical role in guiding the conversation and ensuring all voices are heard.
An ideal moderator is neutral, skilled in communication, and experienced in group facilitation.
The setting should be comfortable, private, and conducive to open discussion.

Moderator Responsibilities:

- Encourage participation from all members.

- Keep the discussion on topic without leading participants.
- Manage group dynamics to avoid dominant voices overshadowing others

Step 5: Conduct the Focus Group

Begin by welcoming participants and explaining the purpose of the session. Set guidelines for
respectful conversation and assure confidentiality. Use the discussion guide to direct the
conversation while allowing participants to express themselves freely. Take notes, or record the
session (with participants‘ consent) for accurate analysis later.

Key Points during the Session:

- Introduce Topics Naturally: Start with broad questions and narrow down to specifics.
- Encourage Interaction: Foster group interaction by prompting participants to respond to
each other‘s ideas.
- Observe Nonverbal Cues: Pay attention to body language, tone, and facial expressions,
which can provide additional insights.

Step 6: Analyze Results

After the session, transcribe the recording and review the notes to identify common themes,
patterns, or differences in responses. Coding responses and grouping them by themes can help
organize insights for analysis.

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Analysis Process:

- Identify recurring themes or patterns.

- Note unique or unexpected insights that may require further exploration.
- Summarize findings based on the research objectives.

Step 7: Report Findings

Present the findings in a clear, structured format, often including a summary, key insights, and
recommendations based on the focus group data. Visual aids, like charts or quotes, can help
communicate results effectively.

Sampling and Recruitment

In qualitative studies, such as in FGDs, sampling is guided by fundamentally different

Principles than in quantitative surveys. Absolute representativeness is neither and neither
ultimate goal nor an outright distinction in qualitative science, and validity of data and
results is obtained through different means (e.g. by methodological triangulation,
systematic analysis).
- Participants are typically selected to participate in qualitative research based on
transparent criteria, such as their knowledge, life-experience, particular characteristics
or role in a group/community (Morgan, 1997). This approach to sampling is called
‗purposive‘. Nevertheless, ‗random‘ sampling is also possible (though not often
applied in FGDs), where the researcher assembles a bigger group of more or less
similar people.
- In some cases, FGD participants are asked to share personal data to facilitate the
subsequent analysis of their statements. In such circumstances, small, uniform groups
that encourage trust and mutual understanding are desired. The number of FGDs to
hold depends on the type and complexity of the research topic. FGDs should generate
sufficient data to allow for comparisons and to generate and test theoretical ideas. For
this purpose, the concept of ‗saturation‘ can be helpful in many studies. Reaching
saturation means reaching a point where subsequent group discussions no longer
provide new insights or outcomes. Saturation is a clear indication that data collection
can come to an end and is only possible when data collection and interpretation take

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 place iteratively (Bryman, A. (2004)); that is, when the researcher reviews and thus
knows the data collected and can assess/evaluate them for completeness and
sufficiency.
3.1.3. Strategies for effective FGD

According to (Morgan, 1997). the strategies for FGD are:-

 Set Clear Objectives:- Having clear objectives is the foundation of any successful focus
group discussion. Before you begin, you need to define what you‘re trying to learn or
achieve through the discussion. By setting clear objectives, you provide a guiding light
for the entire discussion and ensure that every aspect of it works towards your desired
outcomes. It‘s important to communicate these objectives with the participants as well.
This helps them understand the purpose of the discussion and ensures that their
contributions are aligned with the goals. It‘s also a good practice to analyze the
expectations of the target audience and ensure they‘re well communicated.
 Select Diverse Participants:- Curating a diverse group of participants is crucial to
achieving a well-rounded and insightful discussion. The diversity here refers not only to
demographics such as age, gender, and occupation but also to differences in perspectives,
experiences, and knowledge related to the topic at hand. If everyone in the focus group
comes from similar backgrounds or holds the same opinions, you‘re likely to get limited
insights. On the other hand, a diverse group brings different viewpoints, ideas, and
experiences to the table, enriching the depth and breadth of the discussion
 Establish Trust and Comfort Creating an environment of trust and comfort is essential for
fostering open and honest discussions. Welcoming participants into a non-judgmental
setting encourages them to share their opinions openly without fear of criticism or
ridicule.
 Inspiring Active Participation:- Creating an environment where everyone feels valued
and heard is essential for encouraging involvement in focus group discussions. There are
strategies you can employ to ensure that every participant feels comfortable voicing their
thoughts and opinions. Let‘s explore three key tactics to inspire active participation.
 Facilitate Open Dialogue:- One valuable technique for inspiring active participation is to
ensure that open dialogue and candid conversations are encouraged. To achieve this, it‘s

10
 crucial to create an atmosphere where every individual‘s input is given equal value. By
fostering an environment where participants feel respected and understood, they are more
likely to contribute openly and honestly. Meeting their expectations will strengthen their
trust while furthering the analysis of the collected data. As the facilitator, it‘s important
to set the tone for open communication by actively listening to each participant‘s
perspective without bias or judgment. This engagement in their statements and behaviors
not only encourages participants to share their thoughts but also cultivates a sense of
inclusivity within the group.
 Utilize Interactive Exercises:- Incorporating interactive exercises and activities is another
effective method to stimulate participation and creativity among group members.
Exercises like surveys, for example, can offer quick insights into participant‘s
perspectives while also prompting deeper conversations. These exercises can range from
brainstorming sessions to role-playing activities, designed to prompt thoughtful
discussions and engage participants in a dynamic exchange of ideas. By breaking away
from traditional discussion formats, these exercises encourage participants to think
differently and contribute actively to the conversation. When incorporated thoughtfully,
interactive exercises serve as powerful tools for generating diverse insights and
perspectives within the group.
 Encouraging Active Listening:- Active listening is foundational for maintaining healthy
group dynamics during a focus group discussion. Encouraging participants to actively
listen to each other not only promotes mutual respect but also fosters a setting in which
everyone feels heard and valued. This practice helps prevent misunderstandings and
ensures that all ideas are given due consideration before being evaluated. The role of
moderators becomes valuable here as they guide this process to ensure efficient data
collection. Navigating group dynamics is an intrinsic part of facilitating productive focus
group discussions; acknowledging diverse perspectives, mediating conflicting views, and
encouraging active listening collectively contribute to creating an environment conducive
to generating meaningful insights. Moderators, as the leaders, shape these discussions and
ensure the smooth collection of valuable data from all participants.
 Mediating Conflicting Views:- Disagreements may arise within the group, which, if left
unaddressed, can hinder the productivity of the discussion. As the moderator, it‘s crucial

11
 to navigate these conflicts diplomatically while guiding the conversation in a constructive
direction. Treat each conflict as an opportunity for deeper exploration and understanding,
rather than viewing it as a disruption. Acknowledging differing views respectfully
prevents any individual from feeling silenced or ignored, fostering an atmosphere of
openness and inclusivity. For instance, when two focus group participants have opposing
views on a product feature, rather than dismissing one opinion in favor of the other, it‘s
beneficial to explore the reasons behind their perspectives. This not only encourages
empathy and understanding among participants but can also lead to innovative solutions
that incorporate elements from both viewpoints.
 Acknowledge Diverse Perspectives:- Each participant brings a unique background and set
of experiences to the table, contributing valuable data for collection. However, it‘s not
enough to simply acknowledge this diversity—actively encouraging and respecting
diverse viewpoints can unlock valuable insights and generate meaningful discussions. By
creating an inclusive environment, you allow each participant to contribute in their own
way, preventing any single voice from dominating the conversation. This not only fosters
a sense of equality but also enriches the quality of the insights gathered. Shutting down
diverse voices can stifle creativity, innovation, and the exploration of multiple solutions
to a problem. Allowing diverse perspectives to be heard can open up new possibilities
and lead to more comprehensive conclusions. Moderators need to keep this in mind
during data collection from focus group participants.
 Navigating Group Dynamics:- Facilitating a focus group discussion involves not just
managing the flow of conversation but also understanding and addressing the dynamics
between the participants. The role of moderators becomes essential here. It‘s important to
create an environment where everyone feels comfortable sharing their thoughts and
where diverse perspectives are genuinely valued.
 Sparking Innovation in Focus Groups:- To foster creativity within a focus group, it‘s
critical to establish an environment that encourages unrestricted thinking and unearths
unconventional ideas. This is a method for generating significant and insightful focus
group data. It‘s like creating a playground where imagination flourishes, where anything
goes, and where the wildest ideas can lead to groundbreaking insights. Encouraging ―out
there‖ thoughts often leads to unexpected breakthroughs that could revolutionize products

12
 or services. In one focus group session, this approach allowed for the collection of
valuable focus group data. A participant shared a seemingly ludicrous idea that actually
revolutionized a product design. The freedom to explore unconventional concepts led to a
breakthrough, propelling the company toward innovative success.

The indicators or dimensions contained in the Focus Group Discussion include:

1. Moderator: An individual who facilitates the debate, ensuring that all participants speak
and that the discussion stays focused on the issue;
The role of moderator
The moderator is critical in facilitating open, interactive discussion in the group. Their
main responsibilities are:-
- Providing clear explanations of the purpose and helping participants feel comfortable
- Promoting debate by asking open-ended questions
- Drawing out differences of opinion and a range of perspectives by challenging
participants
- Probing for more details when needed or moving the conversation forward
- Keeping the discussion focused and on track
- Ensuring all participants get a chance to speak
- Remaining neutral and non-judgmental, without sharing personal opinions
2. Participants: A small group of individuals selected based on particular criteria to provide
varied opinions on the topic at hand;
3. Discussion steer: A set of pre-prepared questions or topics to steer the discussion;
4. Group Interaction: Emphasizing the dynamics and exchanges among participants that
might reveal collective understanding and deeper insights; and
5. Data Analysis: The process of categorizing and interpreting data gathered throughout the
debate to identify themes and trends.
Conducting FGD
- The quality of an FGD depends on the experience and skills of the moderator, who needs
to be capable of ―thinking, listening and managing time at the same time. . His/her role is
to ensure that the discussion topic is clearly introduced and thoroughly addressed, and
that the discussion is balanced and inclusive. Despite this crucial role, the moderator

13
 should avoid dominating the group and expressing his/her own judgments. Instead,
he/she should be open, alert, probing and encourage everyone to take part in the
discussion. Ideally, the moderator should be able to establish a group dynamic in which
participants discuss topics from the discussion guide among themselves, rather than
relying on the moderator to address and interview participants, one by one.
- Start the discussion with an ‗ice-breaker‘, e.g. a round of introduction of participants.
- Introduce the main topic and the overall research question (e.g. orally, on a poster or as a
projected presentation).
- Ask specific questions listed in the discussion guide (not necessarily in the pre-specified
order); a skilled moderator will be able to ensure that all important questions (which may
be photocopied and distributed to the participants) are covered, without interrupting the
natural flow of the discussion.
- Thank participants and say good-bye.

The role of a moderator is very demanding; it is almost impossible for him/her to take detailed
minutes. A video or audio recording of the session is helpful and a standard way of documenting
an FGD – but it requires formal agreement from all participants. It is advisable to enlist a minute
taker to write down the most important points made by participants, along with any other ideas
or analytical thoughts that come to mind during or right after the discussion. Some FGDs also
employ an observer to monitor the social dynamics between the participants when they discuss
particular questions.

A meaningful group discussion is one where all participants feel comfortable expressing their
thoughts and where insights flow freely. This requires meeting the expectations of the
participants while also meeting the objectives of the focus group. Let‘s dive into the key
strategies that can help facilitate this kind of environment

u can lay a solid foundation for engaging and insightful focus group discussions that yield
meaningful and actionable results. Of course, a careful analysis of the responses of your target
audience is included in these strategies.

14
In enhancing focus groups, it‘s imperative to inspire active participation from all members
involved. Meeting and managing their expectations contributes to the success of the whole
process. Now, let‘s explore how to effectively harness each participant‘s input in our discussions.

Advantages and challenges of Focus group discussion

A. Advantages
- Can receive a wide range of responses during one meeting
- Participants can ask questions of each other, lessoning impact of researcher bias
- Helps people to remember issues they might otherwise have forgotten.
- Helps participants to overcome inhibitions, especially if they know other people in
the group
- The group effect is a useful resource in data analysis. and Participant interaction is
useful to analyses
B. Challenges
- Some people may be uncomfortable in a group setting and nervous about speaking in
front of others.
- Not everyone may contribute and Other people may contaminate an individual‘s
views
- Some researchers may find it difficult or intimidating to moderate a focus group
- Venues and equipment can be expensive.
- Difficult to extract individual views during the analysis

3.1.5 The difference Between FGD and Group Interview

Focus groups and group interviews are both methods used in market research and
gathering qualitative data. However, they differ in terms of their purpose and structure. A
focus group typically consists of a small group of individuals, usually around 6-10, who
are brought together to discuss a specific topic or product. The discussion is guided by a
moderator who asks open-ended questions and encourages participants to share their
opinions and experiences. On the other hand, a group interview involves a larger group of
participants, often 10 or more, who are interviewed simultaneously. The interviewer asks
questions to the group as a whole, and participants take turns responding. While focus
groups aim to generate in-depth insights and explore different perspectives, group

15
interviews are more focused on gathering a range of opinions and ideas from a larger
sample size. (Gibbs, A. 2012). They differ in its:-
A. Nature: Group interviews involve asking individuals or small groups questions about
a topic, while focus group discussion encourages interaction between participants.
B. Role of Facilitator: In focus group discussion, the facilitator encourages discussion,
whereas in group interviews, the interviewer asks questions.
C. Purpose: Group interviews are better for fact-gathering, while focus group discussion
explore what people think about a particular topic.
D. Applications:- Focus groups are commonly used in market research, product
development, and social sciences. They provide valuable insights into consumer
preferences, perceptions, and behaviors. Focus groups are also useful for exploring
sensitive topics or understanding complex issues that require in-depth exploration. On
the other hand, group interviews find applications in various fields, including job
interviews, academic research, and public policy. Group interviews allow for the
collection of diverse perspectives and opinions, making them suitable for
understanding a wide range of topics and issues.
E. Data Collection and Analysis: - Focus groups are often used to explore complex
topics or gather in-depth insights. The data collected from focus groups is typically
qualitative in nature, consisting of rich descriptions, opinions, and experiences. The
researcher analyzes the data by identifying recurring themes, patterns, and trends
within the group discussions. The findings are often presented in a narrative format,
providing a holistic understanding of the topic. In contrast, group interviews are
commonly used to gather a broader range of perspectives and opinions. The data
collected from group interviews can be both qualitative and quantitative, depending
on the research objectives. The analysis of group interview data often involves
categorizing responses, identifying frequencies, and comparing different viewpoints.
The findings are presented in a more structured and statistical manner. (Gibbs, A.
2012).

16
 Conclusion
Focus group discussion is a powerful tool for gathering qualitative insights that provide depth
and context to research questions. By following the steps outlined here—defining objectives,
recruiting participants, developing a guide, and conducting thorough analysis—researchers can
effectively use focus groups to explore complex issues. While focus groups have some
limitations, their ability to capture detailed and interactive feedback makes them invaluable for
studies in fields like marketing, healthcare, and public policy.

Focus groups and group interviews are both valuable methods for gathering qualitative data and
insights. While they share similarities in terms of group settings and data collection through
discussions, their attributes and applications differ significantly. Focus groups encourage
participant interaction, provide in-depth qualitative data, and require skilled facilitators. On the
other hand, group interviews offer a more structured environment, allow for a larger sample size,
and can provide both qualitative and quantitative data. Understanding the unique characteristics
of focus groups and group interviews enables researchers to choose the most appropriate method
based on their research objectives and the nature of the topic being explored.

The focus group discussion is a most important tool for qualitative inquiry to rich the deeper
level understanding about phenomena. It digs out the individual feelings, experiences, insights
and understanding and helps to understand multiple realties of a problem. Moreover, It is suitable
for obtaining cross checking information form informants that made the qualitative inquiry more
trustworthiness and credible

Overall, as a qualitative method, FGDs use the potential of non-numerical data to elicit profound
insights into participants' perspectives and attitudes. The inductive technique employed in FGDs
enables researchers to find and investigate topics that arise naturally during talks. Understanding
the social and cultural dynamics inside the group contextualizes the data, giving the study a
unique dimension. The interactions between researchers and participants, as well as between
participants in FGDs, contribute to the researcher's understanding of the topic under study,

17
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