CHAPTER 21
FOCUS GROUPS
Introduction
Why a distinction is made between a focus group & group interview techniques:
Focus groups typically emphasize a specific theme/topic, whereas group interviews
span widely
Sometimes group interviews are carried out so that the researcher can save time &
money, focus groups are not used for this
The focus group practitioner is invariably interested in the ways in which individuals
discuss a certain issue as members of a group
Moderator/facilitator:
Person who runs the focus group sessions
The focus group method:
A form of group interview in which
o There are several participants
o There is an emphasis in the questioning on a particular fairly tightly defined
topic
o The accent is upon interaction within the group & the joint construction of
meaning
Two methods
o The group interview
o A focussed interview
Differ from group interviews (but terms frequently used interchangeably)
Has been used extensively for many years in market research
Growing interest in use of online focus groups
1
FOCUS GROUPS
Introduction
Why a distinction is made between a focus group & group interview techniques:
Focus groups typically emphasize a specific theme/topic, whereas group interviews
span widely
Sometimes group interviews are carried out so that the researcher can save time &
money, focus groups are not used for this
The focus group practitioner is invariably interested in the ways in which individuals
discuss a certain issue as members of a group
Moderator/facilitator:
Person who runs the focus group sessions
The focus group method:
A form of group interview in which
o There are several participants
o There is an emphasis in the questioning on a particular fairly tightly defined
topic
o The accent is upon interaction within the group & the joint construction of
meaning
Two methods
o The group interview
o A focussed interview
Differ from group interviews (but terms frequently used interchangeably)
Has been used extensively for many years in market research
Growing interest in use of online focus groups
1
