Robert K. Merton The focus group has been employed extensively in market research since the late 1940s, from the 1990s it has been increasingly readopted in social science research as an important qualitative research method (Wilkinson, 1998). Hyden and Bulow (2003, p. 306), in a database search of ‘Psychinfo’, found nine hundred articles using the keyword ‘focus group’ and almost a third of the articles were published after 1998 indicating a rapid growth of research utilizing the method. The increased use of focus groups has been accompanied by the elaboration of methodological concerns unique to focus groups and the proliferation of focus group designs based on the research objective of a specific project. Focus groups are a qualitative research method, and therefore subject to methodological issues that affect qualitative methodologies in general, however focus groups entail further issues of project level design, group level design and un...