ABSTRACT
Focus groups are a popular qualitative methodology, often used in political communication, advertising, public relations and marketing research. In fact, focus groups account for more than 80 percent of the qualitative market research currently being done (Stewart, Shamdasani, & Rook, 2007). Focus groups are used to provide inexpensive and timely information regarding consumer opinions of products, services, issues and policies, and they are also used to gather insights into voter reactions and behaviors. They can generate new ideas, help researchers understand how people use different services and/or products, and help marketers and advertisers to target consumers effectively. Focus groups are routinely used to identify participants’ preferences, attitudes, motivations and beliefs, and they also provide researchers with interviewing flexibility and insights regarding group dynamics that product manufacturers and service providers find particularly useful. Considered a user-friendly and non-threatening research method, which participants find stimulating and enjoyable, focus groups are also used to help people express themselves openly about sensitive issues as well as to “bridge social and cultural differences” (Morgan, 2002, p. 141).
