Are qualitative methods misunderstood?

Qualitative research methods are increasingly utilised by health researchers. Along with this the criteria for assessing the quality of qualitative research are changing from a natural science model to an interpretative social science model. This is a product of the realisation by health researchers that qualitative methods utilise a different epistemology to statistical methods. I demonstrate that a recent article in the Australian and New Zealand Journal of Public Health draws on a now outdated natural science methodology of assessing bias in focus groups. Drawing on interpretativist social science theory and recent work in the British Medical Joumal I argue for the importance of examining the social contexts through which qualitative data is produced.