A Comparison of Focus Group Interviews to In-Depth Interviews in Determining Food Choice Influences

Two common methods of collecting qualitative data are the in-depth interview and the focus group. This study compared the two interview 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 discussed the topic “What factors influence your food choices.” Participants were 18 to 24 year old Anglo and Hispanic college women. Eight focus groups and twenty-eight 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.