Product Description

Focus groups are often under-used as a tool for research. This practical guide offers advice on: planning and organising focus groups; what types of questions to use; limitations and advantages of using these groups in research; collecting data at group sessions; and how to analyse data.

Product Details

• Amazon Sales Rank: #340527 in Books
• Published on: 2003-10-23
• Original language: English
• Number of items: 1
• Binding: Paperback
• 112 pages

Customer Reviews

Authoritative survey and guide to the field
All kinds of people are talking about focus-groups. Politicians, managers, charity-leaders, academics and even youth-workers. But when it comes to setting them up and running them, surprisingly few people seem to know what they are, what they are for, and what to do with the information they produce.

Intended as an introduction to Focus Groups for research students, this book is a god-send for anyone considering the pros and cons of this approach, and a valuable practical toolkit for putting focus groups together.

Its academic background makes this even more useful. It is properly referenced throughout, and sufficiently rigorous for its stated purpose -- supporting MPhil and PHD students. Despite this -- or perhaps because of it -- it is written in clear, accessible English and introduces all the necessary concepts as it goes along.

As a Senior Manager, I find this book invaluable.