Advanced Focus Group Research examines the focus group research process in depth. It uncovers and addresses many of the complexities researchers encounter in conducting focus group research and introduces a conceptual framework that helps researchers make informed decisions about how to plan a focus group research project. Specifically written for researchers and students with a fundamental knowledge of focus group research, the book gives numerous examples of what researchers should and should not do in designing their own research projects. In addition, it critically examines the limits of focus groups and suggests how to use focus groups for nontraditional research tasks.
Two premises underlie clinical approaches to focus group interviewing (Calder, 1977). First, everyday thoughts are often misleading as explanations of our behavior. The causes of behavior are often subconscious and therefore undetectable in self-reports of individual behaviors (e.g., surveys, individual interviews, and group interviews). As individuals report their behaviors, they subject them to various perceptual defense mechanisms such as rationalization. ...