Basic and Advanced Focus Groups

By: David L. Morgan

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eText | 13 July 2018 | Edition Number 1

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Basic and Advanced Focus Groups illustrates both the different types of focus groups and how to decide among those options in order to produce the most effective focus groups possible. A variety of approaches to doing research with focus groups gives readers the tools to develop and examine their research designs, starting with the basics. Advanced coverage in each chapter takes an in-depth look at topics such as moderating focus groups, using mixed methods, and working with different sizes of groups. By taking a practical, applied approach, the author gives even novice students the knowledge and confidence to design and conduct effective focus group research, while simultaneously providing more advanced researchers with the tools and knowledge to refine their current practices.

Industry Reviews

“Overall, the book is written in a language that is easy to understand (despite the topics the book is covering) for undergraduate students who may not be interested in research methods and have taken it as a required course in their curriculum.”