The focus group method

Abstract

This paper discusses the practical implications of planning for and conducting focus groups in order to ensure that the required data can be generated during the interview. The paper centres on three activities researchers new to the method could engage in, to acquire the methodological knowledge and practical skills necessary to generate the data for an empirical study. Within the context of an empirical study in progress, the three activities are discussed in detail: undertake a literature review, develop a comprehensive interview schedule, and conduct a focus group pilot. Researchers who centre their attention on these activities are more likely to succeed in generating the high quality data required, as they will be engaged in the most beneficial aspects of planning and conducting the focus group interview.