Focus Groups as a Useful Qualitative Methodology in Sport Management

Abstract

This review paper presents recent critiques regarding research in sport management and suggests that focus groups are a qualitative methodology particularly suited to research and practice in sport management. Features of qualitative methodology and merits of focus groups are presented. The challenge to scholars working in sport management is (a) to consider using focus-group methodology in situations where such usage will advance the understanding of and response to research questions, and (b) to consider using focus groups as a self-contained methodology or in triangulation with other methodologies.