Focus groups are a qualitative data collection method, meaning that the data is descriptive and cannot be measured numerically. When should you use focus groups for evaluation? To get more in-depth information on perceptions, insights, attitudes, experiences, or beliefs.

Are focus groups qualitative?

What are focus groups? A focus group is a form of qualitative research. Focus groups have long been used in marketing, urban planning, and other social sciences. ... Essentially, a focus group involves the gathering of a group of people who are asked about their attitudes toward a concept, product, or idea.

What type of research method is a focus group?

Resources for Focus Groups

A focus group is a form of qualitative research in which a group of people are asked about their perceptions, opinions, beliefs and attitudes towards a product, service, concept, advertisement, idea, or packaging.