The 130th Annual Meeting of APHA

Abstract #38271

Virginia Sublet, PhD, RPh, Oak Ridge Institute for Science and Education, 8436 Woburn Court, Orlando, FL 34786, (407) 909-4742, sublet@ix.netcom.com

Focus groups have become a very popular tool in qualitative research. They work well to uncover the perceptions, opinions, beliefs, and attitudes of a group of people about issues, products, services or opportunities. They are a special type of group because of their purpose, size, composition, and procedures. Although focus groups are increasingly being used in health communication and public health research they may not always be the best research method. Other qualitative research approaches may be better and sometimes quantitative methods are the answer. The objective of this presentation is to provide participants with a better understanding of how to use focus groups most effectively. It will discuss what focus groups are, when they are best used, when other qualitative methods are better to explore a research question, and when quantitative versus qualitative methods are a better choice to obtain useful results. The different formats used and types of data provided will be discussed. Examples from research conducted by the author will be provided to illustrate pertinent points.

Learning Objectives: At the conclusion of this presentation, participants will be able to

• Describe what a focus group is and when it can be used.
• Describe other methods used in qualitative and quantitative research.
• Explain the advantages and disadvantages of qualitative methods in health communication research.

Keywords: Health Communications, Marketing

Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.