This essay describes the focus group interview (FG1) as a technique for data collection for researchers interested in a variety of educational issues. The technique was originally used by communication researchers interested in responses to mass media messages. Its three decade history, primarily in market research studies, is summarized. The technique is explained, its underlying assumptions examined, and its advantages and limitations discussed. A series of steps for implementation of the focus group interview technique is described and discussed.
ASJC Scopus subject areas
- Language and Linguistics