ABSTRACT
This chapter explores and explains how to design and undertake qualitative studies using interviews and focus groups. It outlines the key issues associated with using these methods and ensuring high-quality data are collected, and provides a case study example to illustrate how these techniques can be used. It covers: the designing and undertaking of interviews and focus groups in qualitative research; how to prepare the interview and focus group data for analysis; the analysis of data and the series of steps used to ensure rigour in qualitative data analysis.
