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Focus Group

  1. Sonia Maria Guedes Gondim1,
  2. Saulo de Freitas Araujo2

Published Online: 17 OCT 2013

DOI: 10.1002/9781118339893.wbeccp225

The Encyclopedia of Cross-Cultural Psychology

The Encyclopedia of Cross-Cultural Psychology

How to Cite

Gondim, S. M. G. and de Freitas Araujo, S. 2013. Focus Group. The Encyclopedia of Cross-Cultural Psychology. II:556–560.

Author Information

  1. 1

    Federal University of Bahia, Brazil

  2. 2

    Federal University of Juiz de Fora, Brazil

Publication History

  1. Published Online: 17 OCT 2013

Abstract

Focus group research is a method in which a setting is created for social interaction among four to twelve people, with the purpose of discussing a particular topic, guided by a moderator. It is included in the category of group interviews, although it is distinguished by the interviewer-interviewee relationship, the structuring of the procedures, and the directiveness of moderator style. Having great popularity in the marketing area since the 1950s, only in the last 20 years has its popularity increased more broadly in the social sciences. despite a few books and articles on focus group methodology having been published in the 1980s, the number of empirical articles grew mainly beginning in the 1990s, when the publication level surpassed 200 annually and expanded into diverse areas.

Keywords:

  • research;
  • methodology