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In this paper, the nature of focus groups is identified and the key issues related to their use are discussed. The strengths and weaknesses of this methodology, issues of validity and reliability, factors that influence the degree of disclosure and the diversity of uses of focus groups will also be examined. Finally, analysis of data will be considered.
Advantages and disavantages of using focus group interviews
The advantages of using focus groups are that they are flexible, give wide views, are low-cost, and are relatively easy to conduct ( 2 , 3 ). Jarrett ( 4 ) suggested that in a relatively short time, focus groups can identify a diverse range of themes, based on views and behaviours associated with particular issues. The notion that wider views are obtained has been challenged, by Fern ( 5 ) in his review of focus groups, but other researchers, such as Stewart and Shamdasani ( 6 ), have suggested that comments from one participant may trigger a chain of responses from others, and that the group may 'provide a stimulus for elaboration, analysis and justification of views'.
Morgan ( 2 ) considered the main advantage of the use of focus groups to be the opportunity to observe a large amount of participant interaction about a topic in a short period of time. He viewed the key to this as the setting up of a non-threatening environment conducive to expression of opinions and skilled facilitation of the group by the moderator. Macleod Clark et al ( 7 ) agreed, stating that it is important that the moderator is seen to be impartial and objective, with no vested interest in the outcome.
There arc disadvantages to the use of focus groups. For example, the researcher is less in control than in one-to-one interviewing, and the technique may be used inappropriately, perhaps for a topic that is unsuitable for discussion or about which the participants have little knowledge or experience. Compared to observation, focus groups limit the collection of data relating to verbal behaviour and are more controlled. A common technique employed when using focus groups as a method is to have a non-participant observer in the group. They can record data such as non-verbal behaviour, interaction between individuals and group...