Part of SAGE’s Mastering Business Research Methods, conceived and edited by Bill Lee, Mark N. K. Saunders and Vadake K. Narayanan and designed to support researchers by providing in-depth and practical guidance on using a chosen method of data collection or analysis. In Conducting Focus Groups, Caroline J. Oates and Panayiota J. Alevizou explain what is involved in conducting focus groups, outlining their main features, use in research, their design and the kind of rich, qualitative data they facilitate. A step-by-step guides using practical examples show how you can successfully use focus groups to address your own research question. Ideal for Business and Management students reading for a Master’s degree, each book in the series may also serve as reference books for doctoral students and faculty members interested in the method. Watch the editors introduce the Mastering Business Research Methods series and tell you more about the first three books.



In the earlier parts of this book we explained why focus groups are a good method for gathering qualitative data to gain in-depth insights, making use of the group dynamic. In this chapter, we conclude the book by assessing the focus group and outlining its advantages and disadvantages. We consider what makes a good focus group and then we very briefly outline the next steps for the researcher once the focus groups have been completed.

Critiquing Focus Groups

So far in this book we have addressed how focus groups can be used in a research project, from initial considerations of the method to the actual group moderation. In the following sections we identify the advantages and disadvantages of using focus groups in a dissertation or ...

  • Loading...
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles