Issues to consider: Characteristics of respondents (homogeneous/heterogeneous).
Use focus groups: When respondents are fairly similar in characteristics that may affect
ease of discussion (literacy skills, language, culture, gender
socioeconomic status, etc.)
Use in-depth interviews: When respondents differ a lot in characteristics that may affect ease
of discussion (literacy skills, language, culture,gender, socioeconomic
status, etc.)
Issues to consider: Tasks that involve getting reactions to draft materials.
Use focus groups: When amount of material to be reviewed is limited. When there is no
need to observe navigation through the document or assess comprehension.
Use in-depth interviews: When there's a lot of print material to be reviewed. When there is
need to observe navigation through the document or assess comprehension.
Issues to consider: Effects of being in a group.
Use focus groups: When interaction of respondents may be helpful, such as providing more
information or triggering new ideas.
Use in-depth interviews: When group interaction would inhibit respondents.
Issues to consider: Sensitivity of the topics to be discussed.
Use focus groups: When respondents feel comfortable discussing the topics openly in a
group without holding back or being cautious.
Use in-depth interviews: When respondents would not feel comfortable discussing the topics in a
group.
Issues to consider: Depth of individual responses.
Use focus groups: When brief responses from individual respondents are adequate.
Use in-depth interviews: When the topic requires in-depth responses from individuals or
intensive follow-up questions.
Issues to consider: Continuity and connections among topics.
Use focus groups: When only one or two topics are being examined in-depth. When it is not
important to know how a series of attitudes and behaviors are linked
together.
Use in-depth interviews: When complex topics are being examined. When it is important to know
how a series of attitudes or behaviors link together.
Issues to consider: Logistics.
Use focus groups: Respondents can be assembled in one location.
Use in-depth interviews: Respondents cannot be assembled in one location due to where they live
or for other reasons.
Source: McGee J. Writing and Designing Print Materials for Beneficiaries: A Guide for State Medicaid Agencies. Baltimore, MD: Health Care Financing Administration, Center for Medicaid and State Operations. HCFA Publication Number 10145. October 1999.