Tips for Conducting Focus Groups
A focus group is a group interviewing process that is used for gathering qualitative information from a small number of participants. It is a powerful tool for gaining an understanding of thoughts, perceptions, attitudes, and behaviors about particular issues, topics, or programs. Focus groups are an efficient means to gather “open-ended,” subjective, and in-depth responses from multiple viewpoints in a safe, non-threatening environment. A good moderator is essential to this process. A well-conducted focus group can provide insights that are difficult to obtain through other data-gathering techniques.
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