Not just focus groups
Not just focus groups
By
Heather Maitland
SUMMARY
Heather Maitland takes a look at the history of qualitative research and finds out that it is a lot more complicated than 'just focus groups'.
The Office for National Statistics defines it as ‘a naturalistic, interpretative approach concerned with understanding the meanings which people attach to actions, decisions, beliefs, values and the like within their social world, and understanding the mental mapping process that respondents use to make sense of and interpret the world around them’.
Resource type: Research | Published: 2013
