SOCB05H3 Chapter 12: Chapter 12
Document Summary
Introduction: qualitative interviews allow the researcher to pursue issues and topics in greater depth, sometimes used with surveys. Focus groups alone may be used to gather data. Focus groups are also a valuable means of testing questions to be used in surveys. In group interview setting, subjects may challenge each other"s statements: the focus group setting also allows the researcher to examine how people make sense of issues in a collective manner. Focus groups are a useful technique when the topic of study concerns psychological issues or deeply embedded attitudes topics not readily accessed with mere observation. Issues of time and expense play a role in the number of groups conducted, as does the topic of study and the number of factors of concern to the researcher. If you plan to moderate a focus group yourself, preparation of a guide is advised.
