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Focus groups first started in the 1940s as a research method in the context of market research concerning radio soap operas. [9] During the Second World War, Robert K. Merton set out to analyze the effectiveness of propaganda with the use of focus groups. [10]
The focus group is marketing research technique for qualitative data that involves a small group of people (6–10) that share a common set characteristics (demographics, attitudes, etc.) and participate in a discussion of predetermined topics led by a moderator.
An online focus group is one type of focus group, and is a sub-set of online research methods. [1] They are typically an appropriate research method for consumer research, business-to-business research and political research.
Market research communities (Insight communities) - These typically involve participants taking part in various research activities over a period of time, rather than taking part in one research event, such as an online focus group. The activities often include short surveys, quick polls, online focus groups, and participant-led discussion forums.
This type of research typically involves in-depth interviews, focus groups, or field observations in order to collect data that is rich in detail and context. Qualitative research is often used to explore complex phenomena or to gain insight into people's experiences and perspectives on a particular topic.
[5] According to Powell et al., a group of individuals selected and gathered by researchers to discuss and comment on, from personal experience, the topic that is the subject of the research form a focus-group. [6] Some of the features of focus-group discussions include each member's participation, a number of consecutive meetings, common ...
Focus groups are a qualitative research method often used in market research. They constitute a form of group interview involving a small number of demographically similar people. Researchers can use this method to collect data based on the interactions and responses of the participants.
Thematic analysis can be used to analyse most types of qualitative data including qualitative data collected from interviews, focus groups, surveys, solicited diaries, visual methods, observation and field research, action research, memory work, vignettes, story completion [16] and secondary sources.