Essay
Focus group
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This is for BSC Psychology research methods year one.
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Using qualitative research in focus groups to find out what influences' individuals whenshopping for clothes.
Abstract
This study followed a qualitative research approach, this means that it focused on the
opinions and feelings of participants. The participants of the study were six individuals who
were recruited through an advert in a shopping centre. They were asked questions which
related to considerations when shopping for clothes. The age range was from eighteen to
thirty years of age. The design of the study was convenience sampling with Thematic
Analysis used to analyse the data.
Introduction
Quantitative research focuses mainly on numerical values. It manipulates independent
variables, measuring dependent variables and using statistical analysis to test the importance
of results. However, in some cases research requires more detail which is why qualitative
research is important.
Qualitative research uses a strategy that is more personal and thorough. It takes into
consideration different peoples accounts and opinions, with subjective understanding to the
researcher only, it allows a deeper insight into participants as is usually structured through
interviews, group discussions etc.
This study was carried out through the use of a focus group. This meant that the research
questions were open and direct allowing the participants to give detailed views and opinions,
although the conversation was guided by a moderator to ensure no one was going off topic.
Method
Participants
The participants of the study were six individuals who were recruited through an advert in a
shopping centre. The age range was from eighteen to thirty years of age. Four were female
whilst two were male.
Design
The design of the study was convenience sampling (using a sample of people easily available
for the study). The aim of the group focus was to find out reasons as to what influences
people to go shopping.
Data Collection
The topic guide was developed upon the participants being split into groups of six to create a
list of between four – five questions to ask that would help to find out ‘what factors influence
individuals when they are clothes shopping’; Participants were told to consider things that
influence them when creating their questions. The questions had to be open in order for
participants to thoroughly discuss their views, however at the same time they should be
simple to avoid leading the participant into another discussion and not receiving an answer
within the desired range and possibly confusing the participant even more. With the questions
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