What Research Methodology: What Is A Focus Group?

Research methodology is defined as “the process used to collect information and data for the purpose of making business decisions. The methodology may include publication research, interviews, surveys and other research techniques, and could include both present and historical information” (businessdictionary.com).
“Methodology implies more that simply the methods you intend to use to collect data. It is often necessary to include a consideration of the concepts and theories which underlie the methods. For instance, if you intend to highlight a specific feature of a sociological theory or test an algorithm for some aspect of information retireval, or test the valdity of a particular system, you have to show that you understand the underlying

For example, a topic such as the need to properly plan for retirement, is usually more effectively discussed within groups. Focus groups also produce a clearer picture of the community’s social structure and provides a deeper understanding of the social fabric of the community, which could form an effective part of the research. External to the focus group and a lot less formal is a group referred to as a ‘natural’ group. This group usually informal and exists independent of the research project, but whose opinions are equally useful. This group can be a simple as a number of people of varied status standing in the cashier’s line at supermarket, at the bank or at a social event. Disussion of the topic is informal and the ‘interview guide’ is loosely followed. One of the disadvantages of the focus group is that it could limit an individual’s contribution to the topic as the mix of the group could create a measure of discomfort. It could also be possible that an individual’s superior may be a part of the group, unknown to the researcher, creating a measure of intimidation to the individual, whether deliberately on the part of the superior or otherwise. This feeling could restrict the ‘openness’ of the individual and their contribution, though valuable could be

These two methods of research vary mainly in the types of questions asked, the analytical objectives, the type of information produced, the method in which data is collected and the degree of flexibility in the study design. In addition, the key difference between these two methods of research is their flexibility. Quantitative methods are generally inflexible due to the type of surveys and questionnaires. Responses are usually fixed and closed-ended. Qualitative methods are of course more flexible as they allow greater freedom and revision capability between the researcher and the participant. Qualitative methods ask open-ended questions, which are not fixed, therefore the participants are allowed to respond in their own words. Further, the relationship between the researcher and the participant is usually more informal than the researcher conducting quantitative research. Participants in a qualitative research project are allowed to respond at length and in great detail as opposed to questions being responded to in a quantitative research