Group Discussions as a Methodology in Multicultural Settings

Abstract

The chapter highlights the relevance of qualitative methods, especially group discussions, in social research within multicultural contexts. It emphasizes selecting participants reflecting the study's cultural diversity and thorough preparation, including choosing a competent moderator and an accessible, inclusive venue. Steps for conducting these discussions are described, from creating the script to interpreting the discourse. During analysis, the focus is on understanding varied perspectives and intercultural interaction subtleties, recommending a systematic approach to ensure reliability and validity through careful data selection and category coding. Originating in the 1930s, group discussions have expanded beyond market research, distinguished by their flexibility and exploratory focus. Key phases include design, operation, data analysis, and reporting, with guidelines for participant selection and project preparation. The chapter concludes by highlighting the importance of these discussions in exploring perceptions and attitudes in multicultural settings.