ABSTRACT
This chapter shows that how to use focus groups to conduct research. Focus-group research is standard practice in advertising and filmmaking. Researchers interested in political communication could easily employ focus groups to study a variety of communication theories and/or communication situations. A focus group is a research method where people are collectively interviewed about a specific topic. Methods for conducting focus groups can range from formal interviews, to informal interviews, brainstorming sessions, and group interviews in the field. Focus groups have numerous advantages and a few limitations. The five main advantages to focus groups are: cost, speed, quantity of participants, ability to reach sensitive populations and the group effect. The moderator uses the discussion guide as a roadmap for leading the group. A good moderator has a knack for drawing out quiet participants and politely silencing aggressive or overly talkative participants.
