How to conduct a focus group interview: Tips, strategies, and examples for novice researchers

Abstract

The focus group interview is a strategy that researchers use across all disciplines from marketing to education and cultural studies. Facilitating a focus group interview is challenging even for experienced researchers. This paper shares the authors’ perspectives on the focus group interview with arguments from the literature along with practical applications. The authors use examples from several of their research studies to discuss a scholarly yet practical approach to plan, conduct, and analyze successful focus groups for the intended audience of doctoral students. In addition to suggestions for facilitating data collection and data analysis for the focus group interview, this paper includes strategies to select the participants, ensure participants show up, engage all the focus group participants, address powerful or authoritative personalities, enhance the synergy of the group, and reach consensus.