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.
Resources Required to Do Focus Groups
Resources Required to Do Focus Groups
Conducting focus group research demands resources—specifically, time, talent, and money. These three resources are interrelated. If you don't have money, you will need to have talent. Talent can be acquired, but it takes time or money. If you have neither time, talent, nor money, you're sunk!
The resources needed for focus group research can vary considerably, depending on factors such as the location of the groups, the type of participants, the selection process for participants, and the number of groups. When estimating needed resources, it is helpful to calculate separately the needs in each of five aspects of focus group: planning, recruiting, moderating, analysis and reporting, and other costs.
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Planning Focus Groups ...
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