Research Guides: Qualitative Research: Interviewing & Focus Groups

Books & eBooks

Interviewing & Focus Groups

What are interviews and focus groups?

Interviews are a qualitative research method and typically takes the form of a conversation where questions are asked to elicit information. The interviewer poses questions to the interviewee, in an alternating series of usually brief questions and answers. The questions may be highly structured, open-ended, or somewhere in between the two.

Focus groups are intended to collect data through interactive and directed discussions by a researcher. It is a form of qualitative research consisting of a group conversation in which prompts are given to elicit sharing data about their perceptions, opinions, beliefs, and attitudes. Questions are asked in an interactive group setting where participants are free to talk with other group members. During this process, the researcher either takes notes or records the vital points he or she is getting from the group.

Farrow, R., Iniesto, F., Weller, M. & Pitt., R. (2020). The GO-GN Research Methods Handbook. Open Education Research Hub. http://go-gn.net/gogn_outputs/research-methods-handbook/

SAGE Videos on Interviewing and Focus Groups

Doing Focus Groups
Dr. Theresa Thorkildsen discusses strategies for conducting research using focus groups. Focus groups are an insightful way to do research, allowing individuals to share a range of opinions in a focused way. Thorkildsen discusses preparing before the focus group, conducting the actual focus group, and coding responses.
An Introduction to Focus Groups
Professor Rosaline Barbour explains what a focus group is and how to use one effectively. She also discusses how focus groups are designed and how the results should be used and interpreted.
An Introduction to Interviews and Focus Groups
Dr. Eric Jensen, Professor of Sociology at the University of Warwick, and Dr. Charles Laurie, Director of Research at Verisk Maplecroft, discuss best practices for conducting focus groups. As part of their explanation, they cover qualitative interview design, preparation and data collection methods.