Voevodins' Library _ "Focus Groups" 3rd edition / Richard A. Krueger & Mary Anne Casey ... Interview, People, Discussion, Decision Making, Development, Single-Category Design, Multiple-Category Design, Double-Layer Design, Broad-Involvement Design, Audience, Written Plan, Questioning Route, Categories of Questions, Opening Questions, Introductory Questions, Transition Questions, Key Questions, Ending Questions, Campaign, Strategies for Selecting Participants, Sampling Procedures for Focus Groups, Moderating Skills, Moderator, Discussion, Head Nodding, Question, Analysis Strategies, Long-Table Approach, Using the Computer to Help Manage the Data, Rapid Approach, Sound Approach, Principles of Reporting, Written Reports, Narrative Report, Top-Line Report, Bulleted Report, Report Letter to Participants, Oral Reports, Styles of Focus Group Research, Telephone Focus Groups, Internet Focus Groups, Media Focus Groups Voevodin's Library: Interview, People, Discussion, Decision Making, Development, Single-Category Design, Multiple-Category Design, Double-Layer Design, Broad-Involvement Design, Audience, Written Plan, Questioning Route, Categories of Questions, Opening Questions, Introductory Questions, Transition Questions, Key Questions, Ending Questions, Campaign, Strategies for Selecting Participants, Sampling Procedures for Focus Groups, Moderating Skills, Moderator, Discussion, Head Nodding, Question, Analysis Strategies, Long-Table Approach, Using the Computer to Help Manage the Data, Rapid Approach, Sound Approach, Principles of Reporting, Written Reports, Narrative Report, Top-Line Report, Bulleted Report, Report Letter to Participants, Oral Reports, Styles of Focus Group Research, Telephone Focus Groups, Internet Focus Groups, Media Focus Groups


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SUMMARY
Focus group interviews have been used successfully in a variety of situations. They can be conducted with the same people over a period of time, on the telephone, on the Internet, or with multiple moderators. All of these adaptations of focus group interviews possess the essential characteristics of focus groups. A limited number of homogeneous people are invited to participate in a focused discussion to provide data of a qualitative nature. The purpose is not to teach, to provide therapy, to resolve differences, or to achieve a consensus, but to obtain information in a systematic and verifiable manner. With that purpose in mind, the researcher should be encouraged to twist it a bit and discover just how robust and hardy focus group interviews really are. Media, on the other hand, may need to examine what they have called "focus groups" and either change the name (truth in advertising) to something like "group discussion" or make modifications to ensure that comments are not influenced by the media environment. For now, these media-based "focus groups" are best classified as entertainment-not research.

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