Focus group interviewing

Abstract

Every methodology in social science research includes a set of recommended procedures intended to minimize abuse and error. Because these standards are still evolving for focus groups, the methodology is prone to abuses, both intentional and unintentional. For example, many disparate group situations are labeled ‘focus group interview’; researchers are occasionally more interested in profit than in enlightenment; and results are frequently overgeneralized. In this chapter we hope to highlight those factors which are becoming accepted as critical to successful focus group interviews and also those ‘black holes’ that weaken the quality of focus group research.