The Role of Focus Group Interviews in Designing a Smoking Prevention Program

Abstract

The purpose of this study was to gather data that would be applied to the design of an adolescent smoking prevention program. Focus group interviews, a form of qualitative research used in social marketing, were used to gather information from the adolescent participants to ensure that the program would reflect the needs and interests of the target population. The participants consisted of sixth graders from urban and rural areas, and black and white populations of low socioeconomic status. A total of eight focus groups was conducted with eight participants in each focus group. Activities such as auctions, roleplays, and guided discussions were carried out to learn about participant likes, dislikes, values, ideas, and abilities to turn down cigarettes. Following substantiation by a quantitative evaluation, this information was incorporated into the program and materials to ensure the maximum effectiveness of the intervention.