Focus Group: Reviews and Practices
Mousa A. Masadeh

Abstract
The focus group has become increasingly popular as a tool for social and market research across a wide range of sectors. The focus group technique is a type of qualitative research methodology, generally defined as a structured discussion with a small group of people, run by a facilitator or using a moderating team, to generate qualitative data on a precise topic of interest, using a set of open-ended questions. This paper explores definitions of and approaches to focus groups and outlines their value as part of an initial exploratory qualitative research phase. Advantages and disadvantages of focus group research are also discussed, along with some of the logistical considerations involved, in light of the researcher’s own experience and recommendations from the literature.

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