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Focus Groups: A Qualitative Opportunity for Researchers

Saint Mary's College

James R. Wilcox

Bowling Green State University

This essay outlines focus groups as a relatively new method of research for the com munication and organizational researcher. The needs for this type of research, essen tial ingredients of a quality focus group session, and the advantages and disadvantages of the method are discussed. A theoretical framework is established and specific instances of the application of focus groups in recent organizational research are given. Finally, suggested methods for analyzing focus group data are presented.

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