In what circumstances would one consider employing the focus group as a research method?

Abstract

In recent times, focus group has resurfaced as an acceptable method for gathering qualitative data in social sciences, especially among sociologists, and across a wide range of academic/applied social research areas. Focus group for long has served as a form of qualitative research, whereby a group of selected individuals are asked structured questions regarding several areas like personal views, personal experiences, ideas, and behaviours towards specific products or services. Focus group questions are usually asked in an interactive group scenario where participants are allowed and given the freedom to communicate openly with other fellow participants. Analysis of focus group information brings both dispute and changes when compared to other types of qualitative data. However, there are certain situations where focus group as a research method is best suited for due to its nature and this is what this paper will attempt to explore.

Keywords: Qualitative research, focus group, participants, research methods, mode