Original Research

Focus groups in organizational research

L. Kamfer
SA Journal of Industrial Psychology | Vol 15, No 1 | a478 | DOI: https://doi.org/10.4102/sajip.v15i1.478 | © 1989 L. Kamfer | This work is licensed under CC Attribution 4.0
Submitted: 14 May 1989 | Published: 14 May 1989

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L. Kamfer, Psychology University of Port Elizabeth, South Africa

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Abstract

Focus groups are commonly used in marketing research. In this article an application of the focus group technique within an organizational context is described. Nine focus groups were conducted during the planning stage of a survey intended to establish employee perceptions of advancement policies and practices in a major South African manufacturing company. Fourteen themes emerged from a content analysis of the discussions. Two of these reflected aspects requiring commitment decisions from management toward the survey. The others indicated areas of concern which should be included in the survey. In this way, the focus groups contributed useful information for the subsequent sample survey.

Opsomming
Fokusgroepe word algemeen in bemarkingsnavorsing aangewend. In hierdie studie word 'n toepassingvan die fokusgroeptegniek in die konteks van 'n opname binne 'n organisasie beskryf. Nege fokusgroepbesprekings is gevoer tydens die beplanningstadium van 'n opname wat binne 'n Suid-Afrikaanse vervaardigingsonderneming gedoen is. Die doel van die opname was om die persepsies van werknemers teenoor die bestaande personeel- en bestuursontwikkelingsbeleid en -praktyke van die maatskappy te bepaal. Veertien temas is deur middel van 'n inhoudontleding gei'dentifiseer. Twee hiervan het aspekte aangedui waaroor bestuur beginselbesluite t.o.v. die opname sou moes neem. Die ander het probleemareas aangedui wat by die ondersoek selfingesluit behoort te word. Sodoende het die fokusgroepe inligting verskafwat vir die latere vraelysopname belangrik was.


Keywords

Focus groups; Organizational research

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