Focus Groups as Qualitative Research
Abstract
Introduction Focus Groups as Qualitative Method The Uses of Focus Groups Planning and Research Design for Focus Groups Conducting and Analyzing Focus Groups Additional Possibilities Conclusions
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Focus groups offer an advantage over other forms of qualitative data collection, especially when discussing new phenomena or concepts that are not yet publicly conceptualised in mainstream society.
“Focus groups offer an advantage over other forms of qualitative data collection, especially when discussing new phenomena or concepts that are not yet publicly conceptualised in mainstream society (Morgan, 1997).”
From Virtual Reality Risks for Children in the Metaverse: An Examination through Criminological Perspectives (2026) · cites this paper as Morgan, 1997
Focus group interviews may reveal aspects of experiences and perspectives that would not be as accessible without group interaction.
“Focus group interviews may “reveal aspects of experiences and perspectives that would be not as accessible without group interaction […] participants respond to each other: providing agreement and disagreement, asking questions and giving answers” (Morgan, 1997, p. 20).”
From Artificial intelligence literacy in libraries (2023) · cites this paper as Morgan, 1997
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“Also known as a ‘‘funnel approach’’, this strategy is often recommended when conducting semi-structured interviews (Spradley 1979) or focus groups (Morgan 1997).”
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- Authors
- Morgan, D.
- Affiliations
- Portland State University (US)
- Corresponding author
- Morgan, David
- ORCID
- Morgan, David
- Venue
- Sage eBooks
- Publisher
- SAGE Publications, Inc.
- Published
- 1997
- OpenAlex
- W2045507107
- Cited by
- 8,863
- References
- 0
- Citations by year
- 2026: 368 · 2025: 299 · 2024: 236 · 2023: 210 · 2022: 227 · 2021: 295 · 2020: 296 · 2019: 340 · 2018: 327 · 2017: 317 · 2016: 355 · 2015: 383 · 2014: 464 · 2013: 483 · 2012: 488
- FWCI
- 284.83
- Type
- book
- Language
- en
- Open access
- closed
- Locations
- Sage eBooks (publishedVersion)
- Acquire (CQUniversity) (submittedVersion)
- Topics
- Social Sciences › Sociology and Political Science › Focus Groups and Qualitative Methods
- Social Sciences › Education › Qualitative Research Methods and Applications
- Social Sciences › Sociology and Political Science › Qualitative Research Methods and Ethics
- Keywords
- focus groups, qualitative research, research design, qualitative data analysis
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