Published Online: 17 OCT 2013
Copyright © 2014 John Wiley & Sons, Inc. All rights reserved.
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.
- Published Online: 17 OCT 2013
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.