Health educators use several different data collection techniques involving qualitative and quantitative methods. One common qualitative data collection technique is the focus group. Although a focus group, when utilized appropriately, can yield useful information, too often in health education practice it is misunderstood and thus misused. The purpose of this article is to describe four general misconceptions about the focus group: (1) the focus group is quick, easy and inexpensive; (2) the focus group can be used as a source of quantitative data; (3) only one or two focus groups are necessary; (4) the focus group opinion accurately reflects or represents individual opinion. A clearer understanding of these concepts will assist health educators to effectively use the focus group to advance health education research and practice. Based on the four misconceptions, suggestions are provided to assist health educators in using focus groups appropriately. (Contains 1 table.)