On the Use of Focus Groups in Cross-Cultural Research

Abstract

In spite of the diffusion of focus groups method across disciplines and in several areas of research, and although scholars have indicated the utility of this method in cross-cultural research and research with ethnic minority groups, focus groups have been used in this kind of study to a limited extent. One of the reasons for this might be due to the lack of confidence of the researcher in using this kind of method in culturally diverse populations. Being culturally sensitive and, at the same time, pursuing data comparability, makes doing cross-cultural focus groups research a difficult task that necessitates adequate planning and preparation. In this chapter, I present advantages and possible pitfalls of the use of focus groups in cross-cultural research, referring to my recent experience as moderator of focus group discussions in Italy, India and Australia. Suggestions and recommendations for the use of this method with culturally diverse groups are provided, looking at the three phases of the focus groups process: planning, conducting and analysing/reporting.