A focus group is a qualitative data-gathering methodology.
(Qualitative data is any kind of information that is not statistical
or numerical in nature.) A focus group has been defined as "a
carefully planned discussion designed to obtain perceptions on a defined
area of interest in a permissive, non-threatening environment"
(Kreuger, 1994, p.6). The discussion is led by a trained facilitator
who, following a prepared guideline, seeks opportunities to probe
ideas and attitudes behind the answers and to pursue unexpected informational
In addition to requiring a trained facilitator, some
effort and resources (i.e., incentives) are usually required to ensure
adequate attendance. While they can be "low-budget," focus
groups are sometimes audio- or videotaped in order to allow for subsequent
in depth analyses of responses.
Focus groups are frequently used in social norms projects
to pilot test social norms messages and media, such as posters and
flyers, and to determine media channels and preferences. They may
also be used to sample specific and/or hard-to-reach segments of the
population, and can be used to further investigate questions that
may arise from the analyses of data derived from surveys.
There are a number of excellent references and guidebooks
that describe how properly to plan for, to conduct, and to analyze
the results of focus groups. Among them are:
Krueger, Richard A. Focus Groups:
A Practical Guide for Applied Research. Thousand Oaks: SAGE Publications,
Krueger, Richard A. Moderating Focus
Groups. Thousand Oaks: SAGE Publications, 1998.
Morgan, David L. The Focus Group
Guidebook. Thousand Oaks: SAGE Publications, 1998.
Edmunds, Holly. The Focus Group Research
Handbook. Chicago: NTC Business Books, 1999.
Fabiano, Patricia and Lederman, Linda C.
Top ten misperceptions of focus group research. The Report on Social
Norms: Working Paper No. 3: April 2002.