Focus Group Interviews

This method of interviewing involves more than one participant, often a group of people between 4-8 people. It is also semi-structured in nature, a lot of the direction of the interview will be determined by the participants themselves. This method is useful not only in drawing out different accounts of phenomenon, but also in observing social issues related to people’s views and perceptions of these issues. The focus group is also useful in observing interaction, behaviour and other aspects of social conduct. It is important to consider issues such as confidentiality in this setting.

As information that is drawn out in the interview is not only heard by the researcher but by all other participants involved. It is therefore imperative that the researcher be aware, and fore-warn participants regarding the issue of confidentiality in a group environment. It is also important therefore to consider the kaupapa of the interview, and whether or not it is appropriate for a focus group setting.

Focus groups are usually 30min – 90 minutes in length and are also recorded by the researcher using either audio or visual equipment.

Examples:

Pihama, Leonie. (2005) 'An Evaluation of Mahi Ora: Commissioned by Te Wananga o Aotearoa'. Unpublished Report.

McCreanor, T., Barnes, H., Gregory, M., Kaiwai, H., Borrel, S. (2005) 'Consuming Identities: Alcohol marketing and the commodification of Youth Experience' in Addiction Research and Theory Vol 13 No. 6, December 2005

Further Reading:

Krueger, Richard. (2000). 'Focus Groups: A Practical Guide for Applied Research'. Sage Publications: Thousand Oaks

Steward, David. (2007). 'Focus Groups: Theory and Practice '2nd Edition. Sage Publications: Thousand Oaks