Summary
Contents
Subject index
Providing a general introduction to focus group research, The Focus Group Guidebook includes the appropriate reasons for using focus groups and what you can expect to accomplish with them. It provides a brief history of focus groups, a discussion of when to use focus groups and why, and several brief case studies illustrating different uses of focus groups. Author David L. Morgan also extensively provides the timeline and costs associated with focus groups, including a discussion of the ethical issues involved in focus group research. Thoroughly covering all the information to help you start your focus group project, this guidebook is appropriate for anybody beginning a focus group, as well as manager or clients who will be using focus groups.
Some Myths about Focus Groups
Some Myths about Focus Groups
Overview
- Focus Groups are Low-Cost and Quick
- Focus Groups Require Professional Moderators
- Focus Groups Require Special Facilities
- Focus Groups must Consist of Strangers
- Focus Groups will not Work for Sensitive Topics
- Focus Groups Produce Conformity
- Focus Groups must Be Validated by Other Methods
- Focus Groups Tell You How People will Behave
- Some Beliefs That Should Be Encouraged
Like most research methods, focus groups have acquired a certain amount of mythology. Some of these myths come from assumptions that were useful at one time but now need to be updated. Others come from ideas that work well in specific circumstances but are erroneous when applied to focus groups in general. Thinking through the real issues behind many of these myths will help you make better decisions about ...
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