A brief teaching note on focus group as a research method in social science

A brief teaching note on focus group as a research method in social science (information from perplexity.ai) [for MBA and Housing Studies students]

My question 1: "Briefly highlight the main ideas of focus group as a research method in social science with reference to the following topics: (1) favored research philosophy, (2) favored research method design techniques, (3) favored research method design quality criteria, (4) favored data analysis techniques, and (5) favored researcher's impression management approach in conducting the focus group session(s)."

The reply: "The main ideas of focus group as a research method in social science with reference to the specified topics are as follows:

(1) Favored Research Philosophy:

Focus groups align well with interpretivism or constructivist paradigms, where meaning is co-constructed through social interaction. They emphasize understanding lived experiences and subjective meanings through rich, qualitative data rather than positivist notions of objective truth.

(2) Favored Research Method Design Techniques:

Design techniques emphasize selecting a moderated group discussion format with 6-12 participants who are relevant and representative of the target population. Recruitment uses purposeful or stratified sampling to ensure diversity balanced with group cohesion. Moderator roles may include dual-moderator or dueling-moderator styles to enhance dynamics. Questions are open-ended, neutral, and flexible, encouraging exploration while avoiding bias. Techniques such as stimulus materials, ranking exercises, ice-breakers, and visual methods are often employed to deepen insights.

(3) Favored Research Method Design Quality Criteria:

Quality criteria focus on capturing rich, in-depth insights from diverse perspectives, ensuring data credibility through participant engagement, and transparency. Thematic saturation is sought, where new groups no longer provide new insights. The environment should foster comfort and trust, confidentiality is assured, and analytical rigor is applied through systematic data analysis and verification with researchers.

(4) Favored Data Analysis Techniques:

Analysis typically follows qualitative thematic analysis, coding transcripts for emerging themes supported by illustrative quotes. Iterative comparison across groups identifies patterns, discrepancies, and typologies. Researchers triangulate data sources (field notes, recordings) and conduct verification to ensure accuracy and depth in interpretation.

(5) Favored Researcher's Impression Management Approach:

Moderators actively manage group dynamics by encouraging participation from quieter members and gently controlling dominant voices to maintain balance. They use neutral, non-leading language and clarify study purpose to reduce social desirability bias. Moderators build rapport using warm-up questions and maintain a respectful, confidential, and non-judgmental atmosphere to elicit honest, authentic responses.

These insights on focus groups highlight their value in exploratory, qualitative social science research to generate rich, contextualized understanding through interactive group processes."

My question 2: "Clarify your information for this discussion a bit more with reference to the following research project topics:

1. MBA related: "to learn more about office staff's opinions on the effectiveness of the leadership style of their supervisors in Hong Kong four-star hotels in 2025"

2. Housing studies related: "to learn more about the evaluative opinions of elderly residents in public housing estate in Tsuen Wan, Hong Kong with regard to their perceived quality of residential life in 2025"."

The reply: "For the two specified research projects using focus group methodology in social science in Hong Kong in 2025, the following clarifications apply:

1. MBA Related Project (Leadership Style Opinions in Four-Star Hotels):

• Research Philosophy: Interpretivist/constructivist philosophy fits well to understand staff's subjective opinions on leadership effectiveness through social interaction in focus groups.

• Design Techniques: Groups should include office staff from targeted four-star hotels, ideally with 6-10 participants per group recruited purposefully for diversity across departments and experience levels. Moderators use open-ended questions about leadership style impact, supplemented by probing and scenario discussions.

• Quality Criteria: Ensuring participant comfort and confidentiality is key to honest disclosures. Participant selection should capture varied perspectives on leadership effectiveness. Data saturation is sought with multiple groups if possible.

• Data Analysis: Qualitative thematic analysis of transcripts for leadership theme patterns, staff sentiments, and interaction on leadership impacts. Coding by multiple researchers improves credibility.

• Researcher Impression Management: Moderators encourage balanced participation, mitigate dominant voices, and maintain neutrality to avoid leading participants, reducing social desirability bias in discussing supervisors.

2. Housing Studies Project (Elderly Residents' Residential Life Opinions in Tsuen Wan Public Housing):

• Research Philosophy: An interpretivist approach captures elderly residents' lived experiences and meanings as they evaluate residential life quality.

• Design Techniques: Focus groups of 6-10 elderly residents per session, recruited purposively to represent diversity in length of residence, age, and health. Moderators facilitate open dialogue about housing perceptions, challenges, and suggestions, using gentle, clear language and supporting materials like photos or maps.

• Quality Criteria: Creating a supportive, respectful group environment is critical to foster trust and richer conversations, especially with elderly participants. The sampling aims for inclusivity across demographics and experiences to enhance representativeness.

• Data Analysis: Use thematic analysis to extract core evaluative themes (e.g., safety, social environment, accessibility) and capture nuanced resident views. Triangulation using observational notes helps validate findings.

• Researcher Impression Management: Moderators apply empathy and patience, ensuring even quieter members contribute. They manage group dynamics carefully to maintain respectful discussion and minimize dominance or disengagement.

These clarifications embed the general focus group method principles into the specific contexts of hotel leadership and elderly housing research in Hong Kong for 2025, emphasizing suitable participant selection, ethical moderation, and rigorous thematic analysis to achieve quality qualitative insights."

A collection of blog notes on using chatgpt for research purpose.