ABSTRACT
Focus group research can stand on its own as an approach to enquiry or may be used in combination with other methods. Because focus groups – both conventional and online – are a form of in-depth interviewing, the chapter should be read alongside Chapter 14, on interviewing. This chapter notes that:
• the purpose of focus groups is to concentrate on one or two clear issues or objects and discuss them in depth rather than investigate a great variety of matters in one study;
• questions, answers and opinions are produced by members of the group themselves, inspired by the dynamic of the group setting;
• Internet-based focus groups are effective only if participants have access to and are proficient with computer-mediated communications.
