A focus group is a qualitative research method in which a trained moderator conducts a collective interview of typically six to eight participants from similar backgrounds, similar demographic characteristics, or both. Focus groups create open lines of communication across individuals and rely on the dynamic interaction between participants to yield data that would be impossible to gather via other approaches, such as one-on-one interviewing. When done well, focus groups offer powerful insights into people's feelings and thoughts and thus a more detailed, nuanced, and richer understanding of their perspectives on ideas, products, and policies.
This entry begins by describing the historical background of focus groups. The entry then discusses issues that researchers might consider in choosing to use focus groups, including their strengths and limitations. Next, ...
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