... focus group. Compared with individual interviews, which obtain individual attitudes, beliefs and feelings, focus groups give a variety of views within a group setting (Gomm, 2004). Focus groups research involves organised discussion with a selected group of individuals to gain information about their views and experiences of a topic. This type of interviewing is particularly suited for obtaining several viewpoints about the same topic. Focus group research is especially beneficial as a way of gaining insights into people's shared understandings of everyday life and the ways in which others influence individuals in a group situation (Schutt, 1999). Frequently researchers are more interested in how people communicate in particular group situations as Morgan (1988) argues, 'The hallmark of focus groups is the explicit use of group interaction to produce data and insights that would be less accessible without the interaction found in a group' (Cited in Flick 1998 p.122). Bryman (2001) agrees that interaction ...

See this essay or coursework document in full right now