A Practical Guide to Focus-Group Research.
Focus groups are group interviews that give the researcher the ability to capture deeper information more economically than individual interviews. Economy is an important benefit but there are other benefits of focus groups when.Focus groups data collection method is most suitable for types of studies where multiple perspectives needed to be obtained regarding the same problem. Focus groups are led by a moderator who is responsible to ensure that group discussions remain focused on the research area.In this paper we explore the congruence of focus group interviews within a phenomenological framework. Focus groups as a research method are popular in nursing.
A focus group is a kind of qualitative research method which puts a group of people together in a room in order to discuss specific topics. These could include brands, companies or products as well as finding out different attitudes about a subject or a figure (politicians for example).Carson et al (2001, p. 114) refers to focus groups as “A research technique that collects data through group interaction on a topic or topics”. They also suggest that the central distinctive characteristic of focus groups is group interaction, which generates a mass of data, which would be inaccessible without using focus groups.
Focus groups are one of the most important business research strategies you can use in your organization. Normally a group of eight to twelve people gather to discuss the important happenings in the organization. Planning the entire process efficiently before conducting a focus group is very important to achieve what is intended.
