The use of focus group discussion methodology: Insights from two decades of application in conservation

This is the final version of the article. Available from Wiley via the DOI in this recordFocus group discussion is frequently used as a qualitative approach to gain an in-depth understanding of social issues. The method aims to obtain data from a purposely selected group of individuals rather than from a statistically representative sample of a broader population. Even though the application of this method in conservation research has been extensive, there are no critical assessment of the application of the technique. In addition, there are no readily available guidelines for conservation researchers. Here, we reviewed the applications of focus group discussion within biodiversity and conservation research between 1996 and April 2017. We begin with a brief explanation of the technique for first-time users. We then discuss in detail the empirical applications of this technique in conservation based on a structured literature review (using Scopus). The screening process resulted in 170 articles, the majority of which (67%, n = 114,) were published between 2011 and 2017. Rarely was the method used as a stand-alone technique. The number of participants per focus group (where reported) ranged from 3 to 21 participants with a median of 10 participants. There were seven (median) focus group meetings per study. Focus group discussion sessions lasted for 90 (median) minutes. Four main themes emerged from the review: understanding of people's perspectives regarding conservation (32%), followed by the assessment of conservation and livelihoods practices (21%), examination of challenges and impacts of resource management interventions (19%) and documenting the value of indigenous knowledge systems (16%). Most of the studies were in Africa (n = 76), followed by Asia (n = 44), and Europe (n = 30). We noted serious gaps in the reporting of the methodological details in the reviewed papers. More than half of the studies (n = 101) did not report the sample size and group size (n = 93), whereas 54 studies did not mention the number of focus group discussion sessions while reporting results. Rarely have the studies provided any information on the rationale for choosing the technique. We have provided guidelines to improve the standard of reporting and future application of the technique for conservation.N.T.O. was funded by Cambridge Overseas Trusts, The Wildlife Conservation Society, Wildlife Conservation Network and WildiZe Foundation. NM was funded by the NERC grant (NE/R006946/1), Fondation Wiener Anspach and the Scriven post doctoral fellowships. K.W. was sup-ported by the Australian Research Council Centre of Excellence for Environmental Decisions (CE11001000104) and Future Fellowship (FT100100413) programs and funded by the Australian Government

Chinese Consumer Response to Imported Fruit: Intended uses and their effect on perceived quality

Though imported fruit sells in China for many times the price of its local equivalent, and sometimes at prices higher than in developed countries, there are still many willing buyers. Previous reports argue that this purchase behaviour is impelled by the perceived high quality of imported fruit. However, perceived quality itself cannot explain this behaviour comprehensively without examining the intended use behind the decision to purchase. In this research we examined the relationships between intended use and people's perceptions of fruit quality. After convergent interviewing, an intercept mail survey of 1000 consumers was conducted in two different Chinese cities, Guangzhou (highly developed) and Urumqi (relatively undeveloped). The research identified five intended uses of imported fruit, each associated with different functions. Statistical analysis showed that intended use did affect people's perceptions of fruit quality, and that a significant difference exists between the two investigated cities in terms of the relative importance of the five intended uses. Results from this study could help to better understand why Chinese consumers purchase imported fruit and the interrelationships between quality attributes and intended uses. Such an understanding would be significant in developing strategies and policies in marketing imported fruit in China