What is a focus group? Why do we use them? When should we use them? When should we not? Focus Groups for the Social Science Researcher provides a step-by-step guide to undertaking focus groups, whether as a stand-alone method or alongside other qualitative or quantitative methods. It recognizes the challenges that focus groups encounter and provides tips to address them. The book highlights three unique, inter-related characteristics of focus groups. First, they are inherently social in form. Second, the data emerge organically through conversation; they are emic in nature. Finally, focus groups generate data at three levels of analysis: the individual, group, and interactive level. The book builds from these three characteristics to explain when focus groups can usefully be employed in different research designs. This is an essential text for students and researchers looking for a concise and accessible introduction to this important approach to data collection.
Offers a clear set of guidelines regarding how to present focus group data for article- and book-length research
Provides a theoretical grounding for the use of focus groups in the social sciences
Explains how to use focus groups as a stand-alone method or in a mixed-methods research design
Clarifies when focus groups may be useful for the social science researcher, as well as when they may not be