Learning in Focus Groups

Dr Lia Litosseliti
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Focus groups are small structured groups with selected participants, normally led by a moderator. They are special groups in terms of purpose, size, composition and procedures. As a research method, they present an environment for a focused, in-depth, interactive exploration of a research topic, and individuals' views, perceptions and experiences around a topic (Litosseliti, 2003). Learning is a substantial component of such exploration, for both the researcher/moderator and the participants. This is because groups are 'focused', i.e. they involve some kind of collective activity, such as debating particular questions, reading a text etc., and interactive, i.e. the group forces and dynamics of the interaction are of utmost importance. Participants respond to and build on the views expressed by others in the group — a synergistic approach that produces a range of opinions and ideas, and thus generates insightful information. It is these elements of a collective activity or socially oriented event, together with the centrality of interaction, that make focus group methodology potentially invaluable for many social research projects (Gibbs 1997, Kitzinger 1994, Catterall & Maclaren 1997). This paper takes a step-by-step look at focus group research, with an emphasis on the learning that happens within such groups. It first provides a background to the use of focus groups as a qualitative research method in the social sciences, including education. It outlines the benefits and limitations of this methodology, in terms of the questions focus groups can suitably address, and the types of learning they can foster. The paper then focuses on ways of developing and asking questions in focus groups, with the aim to limit potential bias in responses and create an open, collaborative environment for the exchange and learning of ideas. This paper draws on and develops parts of the author's 2003 monograph, entitled 'Using Focus Groups in Research'.

Keywords: Learning, Focus Groups, Research Methods
Stream: Curriculum and Pedagogy
Presentation Type: Paper Presentation in English
Paper: A paper has not yet been submitted.

Dr Lia Litosseliti

Lecturer in Linguistics, Department of Language and Communication Science, City University, Northampton Square, London EC1V 0HB, U.K. , City University

Lia Litosseliti is lecturer in linguistics at City University, London. Her teaching involves focusing on different areas of linguistics (theoretical and socially oriented) and working with a large cohort of postgraduate students. Her research interests range from critical linguistics, discourse analysis, and language and gender, to education (particularly the role of collaborative argumentation) and research methodologies. She has published in the areas of argumentation, discourse, gender identities, and research methods. She is the author of 'Using Focus Groups in Research' (2003, Continuum), a book taking a step-by-step look at focus group methodology. She is the author of 'Gender and Language: Theory and Practice' (forthcoming 2005, Arnold), and co-editor/ co-author of 'Discourse Analysis and Gender Identity' (2002, Benjamins), a collection exploring new theorisations of gender and discourse in a variety of contexts.

Ref: L05P0983