Qualitative Methods for Effective Agrarian Surveys: A Research Note on Focus Groups

Social studies research plays an important role in contributing to our understanding of agricultural sustainability. Often they are empirical in nature. However, little initiative has been taken in noting the critical role of qualitative methods prior to carrying out primary data collection at the farm-level. To fill this gap, this paper provides a research note on qualitative data collection processes as they contribute to the effective survey of social phenomena within agricultural settings. Specifically, our recent experience of focus groups in Malaysia is selected for discussion, since they were found to be useful in the preliminary stages of our social research. The proposed method is particularly helpful in revising hypotheses, assisting questionnaire design, and planning survey operations. Special aspects of each of the five stages of focus groups - (1) focus group design, (2) participant recruitment, (3) implementation, (4) transcribing and analysis, and (5) findings and reporting - are discussed. These procedures should be modified to meet the requirements of specific research topics and contexts. Other than focus groups, future studies should shed light on other qualitative methods.