Focus groups

Advantages of focus groups

Focus groups have several advantages for collecting qualitative research data. Focus group research can be used purely as a qualitative method or in combination with quantitative methods. Qualitative data collected in focus groups can help researchers decide what kinds of items to include in surveys. The moderator can inquire into and examine unforeseen issues with that arise in the context of the discussion. The format has a kind of face-validity and is naturalistic in that the discussion can include storytelling, joking, disagreements, and boasting. Running focus groups is straightforward and relatively inexpensive. Focus groups ordinarily consume less time than structured interviews, thus increasing sample sizes, lessening resource investment, and providing fast results. Focus groups tend to be more efficient when the data being gathered are related to the researcher's interests. They are helpful and important for needs assessments and project evaluations. A focus group discussion can create a synergy that can provide information that can't be gained in other ways. Vocabulary can be observed. New, insightful perspectives and opinions are obtained. Sensitive topics can be discussed, leading to personal disclosures. The moderator maintains the discussion and makes sure no one individual can dominate the group, thus creating a more "egalitarian" context. Non-verbal behavior plays a role in the moderator's decision-making and research results, increasing the chances of obtaining rich, in-depth information. Previously neglected or unnoticed phenomena can be brought to the researcher's attention.