Focus Groups and Ethnography

Abstract

Focus groups continue to grow in popularity as a method of applied social research. The two authors, anthropologically trained ethnographers, show how a particular focus group with former LSD-using adolescents dovetailed with other ethnographic data. By looking at a focus group transcript using a simplified version of techniques in conversational analysis, and by interpreting the utterances as indexes of more comprehensive folk-models derived from other data, focus groups yield richer understandings than a simple stand-alone use can provide.