Focus Groups Design, Method, and Practice

Bridging the gap between theory and practice in a warm, accessible manner, this book addresses the "whats," "whys," and "how-tos" of designing, conducting, analyzing, and presenting focus groups in research and community settings. Key topics include when to use a focus group (versus when not to); group modes; purposive, convenience, and snowball sampling strategies; homogenous versus diverse group composition; managing group dynamics; and recruitment, incentives, and scheduling. The text describes different types of probes and analytic approaches--such as thematic, content, conversational, and poetic analysis--along with ways to represent data, present quotes, and address data quality issues. Illustrated with annotated excerpts from real focus groups, the book highlights feminist, critical, and community-based participatory approaches, in addition to traditional approaches. Chapter objectives, tables and planning guides, and ethical reflection questions support learning.

Sandra L. Faulkner, PhD, is Professor of Media and Communication at Bowling Green State University, where she writes, teaches, and researches about close relationships. Dr. Faulkner’s interests include qualitative methodology, poetic inquiry, inclusive pedagogy, and critical perspectives on interpersonal and family communication. She engages in community-based research focusing on aging and communication across the life course and uses poetry as a form of social justice activism. Dr. Faulkner is Editor in Chief of Communication Studies and is a recipient of numerous awards for her teaching and scholarship, including the Norman K. Denzin Qualitative Research Award from the Carl Couch Center for Social and Internet Research, the Jack Kay Award for Community Engagement and Applied Communication Scholarship from the Central States Communication Association, the Legacy Award from the Ethnography Division of the National Communication Association, and the Patricia Leavy Award for Arts-Based Research from the London Arts-Based Research Centre. 

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