A comparison of focus group interviews to in-depth interviews in determining food choice influences
Aldag, L.; Tinsley, A.
Journal of Agricultural and Food Information 2(3): 89-96
1994
ISSN/ISBN: 1049-6505 DOI: 10.1300/j108v02n03_11Document Number: 312282
Two common methods of collecting qualitative data are the in-depth interview and the focus group. This study compares the two methods on four criteria: (1) number of unique factors generated; (2) time requirements; (3) relative cost; and (4) ease of data collection. Both interview methods were applied to discuss the topic 'What factors influence your food choices?'. Participants were 18-24 year old Anglo and Hispanic female students. Eight focus groups and 28 in-depth interviews were completed. Focus groups required approximately half the time, cost half as much and yielded more factors. Focus groups were more difficult to schedule but easier to conduct.