Enhancing Focus Group Validity With Computer-Assisted Technology in Social Science Research

Abstract

The use of focus groups as a qualitative research method has received criticism, particularly concerning its lack of predictive validity. However, it has also been lauded for providing rich and in-depth information. This study sought to enhance focus group research results by combining a computer-assisted technology (Continuous Attitudinal Response Technology, CART tm ) and social scientific data collection techniques (national poll) in testing subjects' responses to Proposition 103, an insurance industry regulating initiative. 1 Excerpts from television commercials, newscasts, and talk shows constituted the stimuli for focus group subjects. Results from use of the CART tm system with focus group subjects confirmed those derived from the national poll, regarding the insurance controversy. However, processes inherent in the CART tm technology allowed for more in-depth analysis and interpretation than the survey technique alone.

Rethinking the Focus Group in Media and Communications Research

“…all-women and all-men or mixed sex groups)? Merton originally used relative strangers of diverse sociodemographic categories, a practice which continues today (Javidi et al, 1991). However, much of the innovation in focus group design has involved moving away from this survey sampling approach to engage 'naturally occurring' groups of like-minded people (Liebes & Katz, 1990, use 66 groups with 3 couples each, of common ethnic origin, who were already friends).…”

“…Such systematic coding of qualitative material, especially when complex socio-semiotic categories are used, is enormously time-consuming. However, new forms of computer based 'ethnographic' coding are being developed to process the resulting data (Bertrand et al, 1992;Fielding & Lee, 1991;Javidi et al, 1991). Such approaches attempt to overcome some of the criticisms of more interpretive approaches by inserting a reliability check on interpretation and a typicality check on the selection of material.…”

Focus Groups as a Tool for Policy Analysis

“…After the war, focus groups became largely the province of market research and were used to test the public's reactions to potential new products, new advertising campaigns, or -increasingly-political campaigns (Basch, 1987;Bellenger, Bernhardt, & Goldstucker, 1976;Calder, 1977;Desvousges & Smith, 1988;Higgenbotham & Cox, 1979;Lederman, 1990). Focus groups are still used by marketers, with increasing sophistication and incorporation of computer-assisted technology (Javidi, Long, Vasu, & Ivy, 1991;Walston & Lissitz, 2000).…”

Focus Group Methodology: Adapting the Process for Low‐Income Adults and Children of Hispanic and Caucasian Ethnicity

“…It was felt that respondents would feel more secure with a group situation. Additional reasons for choosing a focus group format were to provide researchers time for personal contact with the respondents, which is a helpful aspect in qualitative data collection (Langer, 1991), and to assess the face validity of the qualitative data collected (Bers, 1989;Javidi, Long, & Vasu, 1991).…”