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Focus Group Recruiting
in Health Communication Campaigns:
Lessons from a
Project on Risky Sexual Behavior
Abstract: A foundation for rigorous focus group research includes a well-
defined sampling plan and carefully constructed recruiting procedures. Focus
group-related literature has not provided in-depth discussions about these
processes and how researchers can accomplish them. This paper tackles
these issues by examining the experiences of the “Targeting Mass Media
Campaigns for HIV Prevention” Project during the sampling and recruiting
phases of the focus group portion of the study. The paper notes key
principles behind building a theoretically based sampling plan that reflects
the major goals of the research. This plan serves as a foundation for
recruiting activities that must identify eligible respondents with a reasonable
investment of labor time and funding. The paper examines several different
recruiting methods employed by the Project and discusses the advantages
and disadvantages of each. In conclusion, it offers eleven “lessons” learned
that can provide guidance for health communication researchers engaged in
focus group research.
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