In qualitative research, what is a focus group?

A focus group in qualitative research is characterized by its composition of a diverse group of individuals who gather to discuss their perceptions, opinions, beliefs, and attitudes toward a specific concept, product, or topic. This method allows researchers to collect rich, qualitative data that provides in-depth insights into the participants' experiences and viewpoints.

The diversity within the group is crucial, as it brings together various perspectives, which can lead to more comprehensive findings. The interactions and discussions that occur in a focus group setting help researchers explore the nuances of participants' thoughts and feelings, making it a valuable tool for understanding the subtleties of human behavior and decision-making processes.

Other options do not accurately represent the nature of focus groups. For instance, assembling researchers with similar opinions does not facilitate diverse discussions, while random selection of participants does not guarantee the depth of discussion that qualitative research aims for. Additionally, focus groups are distinctly qualitative in nature, contrasting with quantitative methods which rely on numerical data and statistical analysis.