Perspectives of focus groups as sociological research method

Abstract

The authors discuss focus groups in context of recent movements in sociological methodology. They try to establish focus groups as a contemporary sociological method, which is by definition, the qualitative method of collecting data. Usually it is useful in marketing researches, less in sociology, and because of that, they tend to explain the role and the significance of focus groups, and the advantage of their application in sociological researches. Focus groups have their own precedences and weaknesses. They combine the elements of the individual interview and of participant observation, as a type of group interview. They are very simple for conducting, and because of that die research can be realised quickly and cheaply. The authors propose a intensive development of their methodological advantages which would contribute to a quick development of sociological methodology. After all, the qualitative orientation has become almost the new ortodoxy among the younger generation of sociologists and researchers. The authors consider that there is no research with a precise recipe for solving any social problem. Moreover, the combination of different methods, paradigms and perspectives can take us into a deeper understanding of the situation, to a better definition of the problem, to bigger exactness, width and depth of each research. In that context future methodological research of focus groups and their methodological perspectives are necessary.