What is the purpose of a focus group in qualitative research?

The purpose of a focus group in qualitative research is to explore participants' attitudes through guided discussions. Focus groups facilitate an in-depth understanding of participants' thoughts, feelings, and perceptions regarding a specific topic or issue. By bringing together a diverse group of individuals, researchers can encourage rich discussions and interactions that reveal insights about common experiences, opinions, and motivations.

This method is particularly effective because it allows for the dynamic exchange of ideas and encourages participants to elaborate on their responses, often leading to a more nuanced understanding of the subject matter. The qualitative data gathered through these discussions can then inform future research or influence decisions in various fields, such as marketing, social sciences, or public policy.

In contrast, focusing on collecting quantitative data, conducting blind experiments, or obtaining statistical evidence does not align with the goals of a focus group. Those methods typically involve structured approaches where data can be measured and analyzed statistically, unlike the exploratory nature of focus group discussions.