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• W32752953 abstract "Focus groups are rapidly proliferating as tools for developing questions, designing questionnaires, and determining public opinions, beliefs, or behaviors in conjunction with quantitative surveys. Surprisingly, their proliferation has occurred in the absence of systematic investigations by survey and market researchers of the focus group method, and in the absence of a clear set of standards or measures to use to evaluate the quality of the method. In the nearly two decades that have passed between Biel’s (1978) remarks on ‘‘the most abused form of research’’ and Morgan’s (1996) more optimistic overview of research on focus group methods, recommendations for future research have changed but little. And, in these two decades, our literature search has identified fewer than ten studies that provide a systematic or experimental comparison of focus group methods. Conclusions about the value of focus groups in questionnaire design and development, such as Sudman, Bradburn and Schwarz’s assertion that ‘‘combining focus groups with other methods, especially thinkalouds, increases the value of all the methods’’ (1996, p.46), are therefore generally of unknown accuracy. The dearth of methodological studies evaluating the quality of focus group methods of pretesting is not surprising given the lack of scrutiny survey methodologists have paid to pretesting strategies more generally. Only a Although focus groups are being used increasingly by survey and market researchers who are developing questionnaires, research to evaluate focus group methodology is scant and the social psychological dimensions of focus group processes are insufficiently examined. We review social psychological research in the areas of non-verbal communication, gender and interaction, interaction process analysis, and brainstorming groups. We demonstrate how this research is relevant to three elements of focus group methods: group composition, group size, and moderator training. We conclude that social psychological research raises several fundamental questions about commonsensical focus group practices and, accordingly, sketch out the priorities for a social psychologically motivated research programme that would address these issues." @default.
• W32752953 created "2016-06-24" @default.
• W32752953 creator A5016689545 @default.
• W32752953 creator A5032159789 @default.
• W32752953 date "1999-01-01" @default.
• W32752953 modified "2023-09-22" @default.
• W32752953 title "Toward a Social Psychological Programme for Improving Focus Group Methods of Developing Questionnaires" @default.
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