La técnica de grupos de discusión

About this Video

• Video Title: La técnica de grupos de discusión
• Channel: María Gabriela Gentiletti
• Speakers: María Gabriela Gentiletti
• Duration: 00:15:10

Introduction

This video tutorial explains the focus group discussion technique. It covers the design, implementation, and analysis of focus groups, emphasizing the moderator's role and the importance of careful group configuration. Two examples of focus group discussion outlines are provided.

Key Takeaways

• Focus group discussions capture social representations: They reveal shared ideas, values, and beliefs within a group, as well as imaginary and emotional formations. They also investigate how behaviors, common sense, and ideology are constructed within a group.
• The moderator's role is crucial: The moderator initiates and maintains the discussion around a central theme, but their approach must be non-directive. They should not influence the group, express their opinions, or offer suggestions. The moderator animates the discussion when the group encounters discursive difficulties (confusion, contradictions, etc.).
• Careful group configuration is essential: The group shouldn't exist before or after the discussion. The topic should not be overly familiar to participants. Significant hierarchical differences (e.g., bosses and employees) should be avoided. Controlled heterogeneity is desirable—diversity within a degree of homogeneity to ensure varied opinions. Group size: 5-10 participants. Duration: 60-120 minutes.
• The discussion guide includes: An initial prompt (or provocation) that introduces the theme and sets ground rules, followed by guiding questions or categories to ensure all relevant aspects are addressed.
• Optimal recording method is video: Video recording captures both verbal and nonverbal communication for richer analysis. Audio recording with transcription is a minimum acceptable alternative. Detailed analysis involves a categorical analysis of the transcribed discussion, identifying both pre-defined and emergent categories, with textual citations and interpretive analysis.