Commentary: Interviews and Focus Groups as Critical and Cultural Methods

Abstract

Interviews and focus groups are valuable methods that share an important place in qualitative research in many disciplines, including journalism and mass communication. A wise use of these methods, however, requires that a researcher be well versed in the critical and cultural scholarship that enables an assessment of their use and results. The author proposes that researchers be intentional, self-reflexive, and transparent in decisions about the purpose, design, execution, and interpretation of results of their projects. If provided with this information, a reviewer or reader will have the grounds to assess the value of work using these qualitative strategies.

Stakeholders’ Opinions on a Future In-Vehicle Alcohol Detection System for Prevention of Drunk Driving

“…The data collection method allows participants to stimulate each other. Both group interviews and the focus group method, however, are relatively inexpensive (Parker and Tritter 2006;Rakow 2011). Of course there may be some problems during a focus group, concerning power relations within the group, dominant participants, and the risk of participants not wanting to reveal an experience with other group members present (Hyde et al 2005;Scott 2011).…”

“…Such surveys are limited in that they are unable to give a deeper understanding of people's perspectives; that is, their attitudes and experiences and the underlying norms, beliefs, and values (Parker and Tritter 2006;Rakow 2011;Scott 2011). Methods able to capture such data-for example, various kinds of interviews-have often been maligned because of their subjective nature compared to quantitative methods, which are sometimes thought of as more rigorous and objective (Seidman 2013).…”

Of Negation, Princesses, Beauty, and Work: Black Mothers Reflect on Disney’sthe Princess and the Frog

“…The themes reported here highlight those similarities found between both focus groups. As described by Rakow (2011) themes should embody three attributes: recurrence (same thought presented by multiple voices), repetition (same descriptors used by multiple voices), and forcefulness (strength of thought expressed; p. 423). The interpretation of the data reflected what the groups emphasized as important rather than merely interesting in the course of the discussions.…”

Trainee chefs' experiences of alcohol, tobacco and drug use

“…Focus groups were chosen for their ability to provide insights into the meanings, experiences, and cultural practices of participants (Rakow, 2011). Focus groups are particularly useful for exploring participants' knowledge and experiences, and interpersonal communication between participants can provide insight into cultural values and group norms (Kitzinger, 1995).…”