Collecting, analyzing, and interpreting focus group data

Conducting a focus group is only one approach to gathering information. The worthiness of the information derived from a focus group depends on many factors. The main advantage of a focus group is that it is a convenient, cost-effective, relatively fast method to collect information from a number of individuals. Useful information only can be obtained with special attention to research methods and assessment of the reliability and validity of collected data. Using a focus group should be considered when the method is appropriate to answer the research question. Remember, adequate resources and skill are required to conduct a focus group in a manner that ensures the quality of the results.