ABSTRACT
Focus groups have started to gain popularity as a research method in the health and social sciences in the last decade or so despite being used extensively in market research. This chapter will discuss the use of the focus group interviewing method in qualitative research. It will emphasize the definition and value of the focus group interview, the main features of the method, and how to run a focus group interviewing session. Focus groups can provide a window into the richness and complexity of social life and health behavior of people that we wish to know more about.
