Review article
SCIENTIFIC METHOD OF FOCUS GROUPS – POSSIBILITIES AND WAYS OF APPLICATION
Božo Skoko
orcid.org/0000-0002-4028-7128
; Faculty of Political Science, University of Zagreb, Zagreb, Croatia
Vanesa Benković
; Media Metar, Bleiweissova 26, Zagreb, Hrvatska
Abstract
The authors analyse the use of the focus groups method as a qualitative form
of research, which bases its analysis and interpretation primarily on the interaction
between respondents. They clarify the possibilities, ways and methodology
of its application, and compare it with related methods, pointing out
its advantages and shortcomings. Examples are provided of the method’s increasingly
frequent application in scientific practice, after decades of its successful
application for market research purposes, especially in marketing and
in public relations. In the social sciences, it is mostly used as a complementary
method, i.e. as a supplement to related methods, and as a method for pre-testing
and operationalisation of research instruments. Focus groups allow deep
inquiry into reasons, attitudes, values, motives, meanings, beliefs...
Keywords
focus groups; qualitative research; methods; grounded theory; respondents
Hrčak ID:
50954
URI
Publication date:
12.3.2010.
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