Фокус групите: изследователски проблеми и решения
The Focus Groups: Research Problems and Solutions

Summary/Abstract: The article reconsiders some of the main questions arising from the ever-growing application of the focus groups method. Without the ambition of exhaustive analysis of the numerous interpretations of the focus groups and their potential as a research method the article concentrates on the following aspects: The “dawn” of the focus groups: The author describes the emerging tendencies in the process of the distinction of the focus groups as a specific method for collecting information. A brief overview of the most important successful attempts in the application of the focus group method are given. Defining the focus group method: Having discussed the thesis that the focus group is a certain type of group interview, the article argues the applicability of another approach, namely that the focus group can be viewed predominantly as a focused group discussion. The principle differences between the two approaches, as well as their importance for the development of the procedures comprising the content of the focus group method are shown. Achievement of a intragroup consensus: The article analyses the existing differences related to one of the core characteristics of the focus group, namely establishing the degree of intragroup consensus and/or stimulation of free exchange of opinions and the emerging of several “centers of shared understanding”. Special attention is paid to the analysis of interpersonal processes taking place within the group. The influence of the group leader on the dynamics of intragroup relations and the role of the moderator for overcoming the negativ tendencies and supporting the positie tendencies is uvealed. What did experience teach us: The author suggests some practical advices for developing of inventory for an effective focus group.

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