Researching Radio Audiences in an Emerging Pluralistic Media Environment: A Case for the Focus Group Discussion (FGD) Method
Date
2004
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Africa Media Review
Abstract
The central thesis of this article is that the focus group discussion method of the
qualitative research methodology has huge and largely unexploited potentials
for use as a tool for audience research in a new democracy with a newly liberated
media environment. It argues that the use of the method by Paul Lazarsfeld,
Robert Merton and their colleagues at the Bureau of Applied Social Research at
Columbia University to gauge audience responses and reactions to propaganda
and radio broadcasts set the pace for its use in audience research. Through
extensive use in, and adaptations to, different research environments, focus groups
have demonstrated an ability to function as fully-fledged methods of data
collection. The article examines literature on the history, development, and use
of focus groups in many fields of study including media and communication to
show that the method has advantages for audience research in a competitive
media market. Through this perspective, and with reference to a number of studies
carried out by the author in Ghana using this method, it recognises focus group
research as an appropriate method for researching media, especially radio,
audiences and recommends it to media owners.
Description
Research Article
Keywords
Radio Audiences, Media Environment, Focus Group Discussion