Qualitative Research Methods
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It is not simply talking with people and mark down what they have said!
It is a purposive and structured approach to understand how people perceive the social world.
Focus group involves the discussion and interaction of a group of purposively sampled participants on a designated topic.
Facilitator or moderator provides the topic or questions for reflection and discussion.
It is an approach which tries to present a detailed, holistic picture of social interactions, behaviours, and perceptions within groups and communities through careful observation — the integration of sight, hearing, smell, taste and touch.
It is the interpretation of texts in films, TV programmes, magazines, advertisements, clothes, graffiti, online discussion threads, and so forth.
