ABSTRACT
This chapter shows that what is focus group methodology and when it should be used. It presents the advantages and limitations of focus groups. It then explains why and when researchers might use focus group methods either as their primary methodology or in support of other data collection methods. The chapter describes some of the basic rules for conducting focus groups and using the information they produce. Government agencies, political advisors, and social scientists have been making more use of focus groups in recent years, but the approach has been used most extensively in market research to help businesses explore aspects of consumer behavior as part of their effort to develop and sell products. In the analysis stage, focus groups can improve the interpretation of quantitative data by shedding light on the meanings people attach to responses or actions. The focus groups are not statistically representative of larger populations, and produce data that must be analyzed subjectively.
