A focus group, as Krueger (2015) defined, is “a carefully planned series of discussions designed to obtain perceptions on a defined area of interest in a permissive, non-threatening environment.” A focus group approach, as a qualitative method, can provide rich information on perceptions, feelings, and reactions through participant interactions resembling the dynamics of real life in a comfortable environment. In particular, it can be used to uncover mysteries behind vague or unexpected responses by probing into the “how” or “why” of participant behavior and thinking.
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Sweetland, Y. (2017). Using Focus Groups for Assessment, Evaluation, and Improvement. Retrieved from https://fuse.franklin.edu/i4blog/51