Tvisebrivi meTodebi socialur kvlevaSi - Center for Social Sciences
Tvisebrivi meTodebi socialur kvlevaSi - Center for Social Sciences Tvisebrivi meTodebi socialur kvlevaSi - Center for Social Sciences
kvlevebSi da maT sayovelTao aRiareba poves rogorc marketingSi, aseve politikuri situaciebis da socialuri problemebis Seswavlisas, Teoriuli TvalsazrisiT jerac ar aris Seswavlili Tu ra tipis gamokvlevebSia es meTodi yvelaze ufro mizanSewonili. iTvleba, rom fokus-jgufebis gamoyeneba saukeTeso Sedegebs sabazro situaciis, bazarze axali saqonlisaTvis Sesaferisi adgilis Seswavlis mizniT Catarebul kvlevebSi iZleva. es meTodi yvelaze ukeT gvexmareba gavigoT respondentebis azri ama Tu im saqonlis Sesaxeb, davadginoT am saqonlis moxmarebis formebi da, rac ara nakleb mniSvnelovania, arCevanis gakeTebis motivebi. es informacia SemdgomSi exmareba mwarmoeblebs, gaaumjobeson saqonlis xarisxi, Secvalon sareklamo strategia da sxv. aseve, fokusjgufebis gamoyeneba efeqturia momavali reklamis efeqturobis gansazRvis mizniT. marketingis garda, es meTodi farTod gamoiyeneba politikur kvlevebSi, politikuri partiebis an calkeuli politikosebis imijis da maTi saarCevno Sansebis Sefasebisa da gaumjobesebis mizniT. fokus-jgufebi socialuri xasiaTis kvlevebSic gamoiyeneba, xSirad — rogorc problemis winaswari Seswavlis saSualeba an raime socialuri programis efeqturobis Sefasebis mizniT. amasTan, aris Temebi, romelTa Seswavlisas mizanSewonili ar iqneba fokusjgufebis gamoyeneba. esenia, upirveles yovlisa, intimuri xasiaTis sakiTxebi, maT Soris — piradi higiena, col-qmruli urTierTobebi, Ralati ojaxSi. fokusjgufis meTodi aseve naklebefeqturia respondentebis Semosavlis da saerTod, maTi finansuri mdgomareobis Sesaxeb kvlevis Catarebisas. meTodis daxasiaTeba rogorc mkvlevarTa didi nawili Tvlis, fokus-jgufebi saSualebas gvaZlevs, ara mxolod Zalian Rrmad SeviswavloT esa Tu is rTuli sakiTxi, aramed SeviqmnaT naTeli warmodgena am sakiTxis irgvliv sazogadoebaSi arsebuli azrTa mravalferovnebis Sesaxeb. fokus-jgufis dros warmoqmnili diskusiebis Sedegad ukeT vlindeba respondentebis damokidebuleba garkveuli socialuri problemebisadmi, maTi fsiqologiuri ganwyobebi da emociuri Sefasebebi, romlebic xSirad arc aris Segnebulad gaTviTcnobierebuli respondentebis mier. rogorc ukve aRvniSneT, fokus-jgufis monawileTa raodenoba 8-dan 10-mde meryeobs, Tumca zog SemTxvevaSi respondentTa minimaluri raodenoba SeiZleba 5-6 iyos, xolo maqsimaluri — 12. 40 respondentTa raodenobis mkacri SezRudva imitomaa aucilebeli, rom fokus-jgufis msvlelobaSi mis yvela monawiles unda mieces Tavisi azris Tavisuflad da srulad gamoTqmis saSualeba. Tu es piroba ar sruleba, fokus-jgufi ver aRwevs Tavis mizans. rogorc wesi, fokus-jgufis monawileebs specialuri kriteriumebis safuZvelze arCeven, es kriteriumebi ki gamokvlevis amocanebiTaa ganpirobebuli. upirvelesi moTxovna monawileTa SerCevisadmi isaa, rom isini unda iyvnen gaTviTcnobierebulni im sakiTxTan dakavSirebiT, romelsac fokus-jgufi eZRvneba (marketinguli kvlevebis SemTxvevaSi — unda iyvnen ama Tu im saqonlis momxmareblebi, an potenciuri momxmareblebi). saerTo rekomendaciis Tanaxmad, fokus-jgufis monawileebi ar unda icobnden erTmaneTs da jgufis wamyvans. iTvleba, rom ucxo adamianebs Soris jgufis msvlelobisas SeiZleba e.w. “Tanamgzavris efeqti” gaCndes, da respondentebi met gulaxdilobas gamoiCenen im adamianebis gverdiT, romlebsac ar icnoben, visac cxovrebaSi pirvelad da ukanasknelad xedaven. magram rig SemTxvevaSi (magaliTad, patara TemebSi muSaobisas) am moTxovnis dakmayofileba Zalze rTulia. amasTan dakavSirebiT unda aRiniSnos, rom cnobilia SemTxvevebi, rodesac Catarebuli iqna fokus-jgufebis seria, sadac yvela respondenti icnobda erTmaneTs. am jgufebis araformaluri xasiaTis xazgasmis mizniT isini erT-erTi respondentis binaSi Catarda. rogorc am eqsperimentma daadastura, aseT pirobebSi 40 aris SemTxvevebi, rodesac fokus-jgufis wevrebis raodenoba 15-s aRwevs, magram es ar aris mizanSewonili. 28
savsebiT SesaZlebelia fokus-jgufebis warmatebiT Catareba. 41 mizanSewonilia, rom jgufis Semadgenloba homogenuri iyos asakobrivi da sqesobrivi TvalsazrisiT; aseve, fokus-jgufSi erTi da imave socialuri mdgomareobis mqone pirebi unda iRebdnen monawileobas. winaaRmdeg SemTxvevaSi jgufis warmatebis perspeqtivebi mcirea, vinaidan mis msvlelobaSi Tavs iCens daZabuloba, mTeli rigi emociuri aspeqtebi, romlebic respondentTa yurad- Rebis gafantvas iwvevs. fokus-jgufis warmatebas didwilad gansazRvravs jgufis wamyvanis, anu moderatoris xelovneba. 42 misi mTavari daniSnulebaa, gauZRves diskusias im sadiskusio gegmis safuZvelze, romelic sakiTxis winaswari Seswavlis da gamokvlevis programis safuZvelze iqna SemuSavebuli. ar SeiZleba imis Tqma, rom siRrmiseuli intervius da fokus-jgufis sadiskusio gegmebs Soris raime principuli gansxvavebebi iyos, Tumca fokus-jgufis sadiskusio gegma, ra Tqma unda, orientirebulia ramdenime respondentze. moderatoris ostatoba imaSi gamoixateba, rom man unda gamoiwvios jgufis monawileebis gulaxdiloba, uzrunvelyos yvela respondentis monawileoba diskusiaSi, maT Soris maTi, vinc ar aris aqtiuri, an Tavs gaubedavad grZnobs. Tu jgufis msvlelobaSi raime mizezis gamo viTareba daiZabeba, an respondentebs Soris raime gaugebroba moxdeba, moderatoris movaleobaa, ganmuxtos situacia. moderatori kargi msmeneli unda iyos, didi yuradRebiT usminos gamarTul saubars da rodesac saWirod CaTvlis, gaCumdes, raTa respondentebma Tavad warmarTon diskusia. fsiqologebisTvis kargadaa cnobili, rom rodesac respondentebi xedaven, rom maT yuradRebiT usmenen, rom maTi azri ainteresebT, isini iolad da siamovnebiT Tanxmdebian TanamSromlobaze. moderatorma unda gauadvilos respondentebs diskusiaSi monawileoba; mis qcevaSi ar unda iyos araferi, rac SeboWavs respondentebs. swored moderatorzea damokidebuli jgufSi megobruli da Ria atmosferos Seqmna, rac ueWvelad Seuwyobs xels diskusiis warmatebas. idealur SemTxvevaSi, fokus-jgufis msvlelobaSi Seqmnili atmosfero mis monawileebs siamovnebas unda aniWebdes, saintereso unda iyos maTTvis. fokus-jgufis Catarebisas aqtualobas kargavs masobrivi gamokiTxvebisTvis Zalze mniSvnelovani sakiTxi imis Taobaze, Tu ramdenad adekvaturad esmiT respondentebs dasmuli kiTxvebi —moderatoris erT-erT movaloebas swored imis uzrunvelyofa warmoadgens, rom respondentebma sworad gaigon dasmuli kiTxvebi; zogjer moderatoris Careva arc aris xolme aucilebeli, vinaidan saWiroebis SemTxvevaSi jgufis sxva wevrebi Tavad exmarebian im respondents, romelmac ver gaigo kiTxva, azusteben ra kiTxvis Sinaarss. saerTod, jgufis msvlelobaSi respondentebis urTierToba erTmaneTTan xSirad saSualebas aZlevs moderators, CrdilSi darCes, Sesabamisad — naklebad moaxdinos gavlena respondentebis azrebze Tavisi SekiTxvebiT da komentarebiT, rac, ra Tqma unda, mniSnvelovnad amcirebs respondentebis pasuxebis reaqtiulobas. es garemoebac fokus-jgufebis Zalze mniSvnelovan upiratesobad iTvleba. amasTan, es, ra Tqma unda, ar niSnavs, rom moderatori nakleb yuradRebas aqcevs jgufis msvlelobisas gamarTul diskusias — piriqiT, misi CrdilSi gasvla, rodesac es saWiroa da sasargebloa jgufis msvlelobisaTvis, mis maRal profesiul ostatobaze mowmobs. rodesac is amis saWiroebas dainaxavs, moderatori kvlav CaerTveba jgufis wayvanis procesSi, imdenad aqtiurad, ramdenadac es saWiro iqneba. iseve rogorc Tvisebrivi meTodebis nebismieri saxeoba, fokus-jgufebis meTodi garkveul Tavisuflebas aniWebs mkvlevars am meTodis gamoyenebis konkretul formebTan dakavSirebiT. moderatoris mier fokus-jgufis Catarebis stili SeiZleba iyos rogorc mkacri, aseve liberaluri. ukanasknel SemTxvevaSi, rogorc wesi, saqme gvaqvs gamocdil moderatorTan, vinaidan 41 David L. Morgan. 1997. Focus Groups as Qualitative Research. Second Edition. Thousand Oaks, CA: Sage Publications. P. 19. 42 moderatori SeiZleba iyos rogorc kvleviTi gundis warmomadgeneli, romelic uSualod muSaobs gamokvlevis Catarebaze da monacemTa damuSavebaze, aseve mowveuli piri, romlis daniSnulebac mxolod fokus-jgufis Catarebaa. 29
- Page 1 and 2: socialur mecnierebaTa seria Tvisebr
- Page 3 and 4: s a r C e v i winaTqma 4 Tema 1. Tv
- Page 5 and 6: Tema 1. Tvisebrivi meTodebi socialu
- Page 7 and 8: vafiqsirebT maT mier gamoTqmul azre
- Page 9 and 10: mkvlevris “informantebis” rols
- Page 11 and 12: furclebze ver gamoinaxa adgili verc
- Page 13 and 14: nebismieri kvleva programis Sedgeni
- Page 15 and 16: anu generaluri erTobliobis yvela wa
- Page 17 and 18: videofirze. kerZod interviu warmoad
- Page 19 and 20: zedmeti an usargebloa am konkretuli
- Page 21 and 22: “cxovrebis istoriis” analogiura
- Page 23 and 24: axdens, agreTve interviuebis Sedega
- Page 25 and 26: magaliTi #1 axalgazrduli umuSevrobi
- Page 27: Tema 3. fokus-jgufi fokus-jgufi jgu
- Page 31 and 32: jgufebis Catareba nakleb dros moiTx
- Page 33 and 34: magaliTad, ganasaxieron sxvadasxva
- Page 35 and 36: amdenadac fokus-jgufi axlosaa siRrm
- Page 37 and 38: magaliTi #2 Rvinis moxmarebis kultu
- Page 39 and 40: magaliTi #3 korufcia saqarTveloSi d
- Page 41 and 42: miviCnev, roca eqims sakuTari survi
- Page 43 and 44: “arian iseTi [studentebi], rom ma
- Page 45 and 46: qrTams iRebs] es aris uzneoba” (p
- Page 47 and 48: espondnetebi acnobiereben im garemo
- Page 49 and 50: qceva, da sxva. mklevris uSualo int
- Page 51 and 52: odesac mkvlevari Tavidanve acnobs a
- Page 53 and 54: gegmis) mixedviT. rogorc wesi, CarT
- Page 55 and 56: ara nakleb mniSvnelovania, rom gamo
- Page 57 and 58: aris miRweuli konsensusi imasTan da
- Page 59 and 60: es Canaweri gakeTda espaurenovani r
- Page 61 and 62: Tema 5. monografiuli gamokvleva ise
- Page 63 and 64: saskolo eseebi: skolis damwyebi da
- Page 65 and 66: pretacia. amitom mkvlevars naratiul
- Page 67 and 68: saubrebi myidvelebTan. amasTan, dun
- Page 69 and 70: Cemi ideebi Camoyalibda imis safuZv
- Page 71 and 72: Tema 6. socialuri kvlevis eTika soc
- Page 73 and 74: da samarTlebrivi dokumentebi, amden
- Page 75 and 76: davalebebi: 1. ipoveT internetSi so
- Page 77 and 78: danarTi #1 korufcia saqarTveloSi 92
savsebiT SesaZlebelia fokus-jgufebis warmatebiT Catareba. 41<br />
mizanSewonilia, rom jgufis Semadgenloba homogenuri iyos asakobrivi da<br />
sqesobrivi TvalsazrisiT; aseve, fokus-jgufSi erTi da imave <strong>socialur</strong>i mdgomareobis<br />
mqone pirebi unda iRebdnen monawileobas. winaaRmdeg SemTxvevaSi<br />
jgufis warmatebis perspeqtivebi mcirea, vinaidan mis msvlelobaSi Tavs iCens<br />
daZabuloba, mTeli rigi emociuri aspeqtebi, romlebic respondentTa yurad-<br />
Rebis gafantvas iwvevs.<br />
fokus-jgufis warmatebas didwilad gansazRvravs jgufis wamyvanis, anu<br />
moderatoris xelovneba. 42 misi mTavari daniSnulebaa, gauZRves diskusias im<br />
sadiskusio gegmis safuZvelze, romelic sakiTxis winaswari Seswavlis da<br />
gamokvlevis programis safuZvelze iqna SemuSavebuli. ar SeiZleba imis Tqma, rom<br />
siRrmiseuli intervius da fokus-jgufis sadiskusio gegmebs Soris raime<br />
principuli gansxvavebebi iyos, Tumca fokus-jgufis sadiskusio gegma, ra Tqma<br />
unda, orientirebulia ramdenime respondentze.<br />
moderatoris ostatoba imaSi gamoixateba, rom man unda gamoiwvios jgufis<br />
monawileebis gulaxdiloba, uzrunvelyos yvela respondentis monawileoba<br />
diskusiaSi, maT Soris maTi, vinc ar aris aqtiuri, an Tavs gaubedavad grZnobs. Tu<br />
jgufis msvlelobaSi raime mizezis gamo viTareba daiZabeba, an respondentebs<br />
Soris raime gaugebroba moxdeba, moderatoris movaleobaa, ganmuxtos situacia.<br />
moderatori kargi msmeneli unda iyos, didi yuradRebiT usminos gamarTul<br />
saubars da rodesac saWirod CaTvlis, gaCumdes, raTa respondentebma Tavad warmarTon<br />
diskusia. fsiqologebisTvis kargadaa cnobili, rom rodesac respondentebi<br />
xedaven, rom maT yuradRebiT usmenen, rom maTi azri ainteresebT, isini<br />
iolad da siamovnebiT Tanxmdebian TanamSromlobaze. moderatorma unda<br />
gauadvilos respondentebs diskusiaSi monawileoba; mis qcevaSi ar unda iyos<br />
araferi, rac SeboWavs respondentebs. swored moderatorzea damokidebuli<br />
jgufSi megobruli da Ria atmosferos Seqmna, rac ueWvelad Seuwyobs xels<br />
diskusiis warmatebas. idealur SemTxvevaSi, fokus-jgufis msvlelobaSi<br />
Seqmnili atmosfero mis monawileebs siamovnebas unda aniWebdes, saintereso<br />
unda iyos maTTvis.<br />
fokus-jgufis Catarebisas aqtualobas kargavs masobrivi gamokiTxvebisTvis<br />
Zalze mniSvnelovani sakiTxi imis Taobaze, Tu ramdenad adekvaturad esmiT<br />
respondentebs dasmuli kiTxvebi —moderatoris erT-erT movaloebas swored<br />
imis uzrunvelyofa warmoadgens, rom respondentebma sworad gaigon dasmuli<br />
kiTxvebi; zogjer moderatoris Careva arc aris xolme aucilebeli, vinaidan<br />
saWiroebis SemTxvevaSi jgufis sxva wevrebi Tavad exmarebian im respondents,<br />
romelmac ver gaigo kiTxva, azusteben ra kiTxvis Sinaarss. saerTod, jgufis<br />
msvlelobaSi respondentebis urTierToba erTmaneTTan xSirad saSualebas<br />
aZlevs moderators, CrdilSi darCes, Sesabamisad — naklebad moaxdinos gavlena<br />
respondentebis azrebze Tavisi SekiTxvebiT da komentarebiT, rac, ra Tqma unda,<br />
mniSnvelovnad amcirebs respondentebis pasuxebis reaqtiulobas. es garemoebac<br />
fokus-jgufebis Zalze mniSvnelovan upiratesobad iTvleba. amasTan, es, ra Tqma<br />
unda, ar niSnavs, rom moderatori nakleb yuradRebas aqcevs jgufis msvlelobisas<br />
gamarTul diskusias — piriqiT, misi CrdilSi gasvla, rodesac es saWiroa<br />
da sasargebloa jgufis msvlelobisaTvis, mis maRal profesiul ostatobaze<br />
mowmobs. rodesac is amis saWiroebas dainaxavs, moderatori kvlav CaerTveba<br />
jgufis wayvanis procesSi, imdenad aqtiurad, ramdenadac es saWiro iqneba.<br />
iseve rogorc <strong>Tvisebrivi</strong> <strong>meTodebi</strong>s nebismieri saxeoba, fokus-jgufebis<br />
meTodi garkveul Tavisuflebas aniWebs mkvlevars am meTodis gamoyenebis<br />
konkretul <strong>for</strong>mebTan dakavSirebiT. moderatoris mier fokus-jgufis Catarebis<br />
stili SeiZleba iyos rogorc mkacri, aseve liberaluri. ukanasknel<br />
SemTxvevaSi, rogorc wesi, saqme gvaqvs gamocdil moderatorTan, vinaidan<br />
41 David L. Morgan. 1997. Focus Groups as Qualitative Research. Second Edition. Thousand Oaks, CA: Sage<br />
Publications. P. 19.<br />
42<br />
moderatori SeiZleba iyos rogorc kvleviTi gundis warmomadgeneli, romelic<br />
uSualod muSaobs gamokvlevis Catarebaze da monacemTa damuSavebaze, aseve mowveuli<br />
piri, romlis daniSnulebac mxolod fokus-jgufis Catarebaa.<br />
29
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