Using Plenary Focus Groups in Information Systems Research: More than a Collection of Interviews

Abstract

Qualitative techniques for the collection of empirical materials are classically identified as including interviews and observations. However a further technique has more recently emerged known as the group interview or focus group, which may be applicable only to certain types of research situation but is widely overlooked and can add a level of knowledge and richness not available through other techniques. This paper follows the growth of focus group research, looks for situations in Information Systems research where this technique gives unique insights, and describes the conduct and application of the technique in a case study setting. An example of a useful structuring technique is described and conclusions are drawn concerning a particular type of focus group in information systems qualitative research which may well be useful in other research scenarios.