Author David L. Morgan covers the wide range of practical tasks required in the course of a research project when using focus groups. Throughout, Planning Focus Groups emphasizes the clarifying purposes of the research project in order to collect data that meet the goals. The author extensively and concisely covers the basic decisions that are necessary to plan a research project using focus groups, such as who should be in the groups, the total number of groups, their size, and much more. This volume also features a detailed discussion of timelines, personnel, and budgets. Among the other topics covered are recruitment, selecting locations, and recording and managing data. Practical material includes checklists, recruitment tools, timelines, and budgets.

Guiding Principles of Planning

Guiding Principles of Planning
Guiding principles of planning

The groups themselves are the most obvious part of any focus group project. Yet, in many ways, these groups are just the proverbial “tip of the iceberg.” At a minimum, a successful set of groups depends on careful preparation. Furthermore, a successful project depends on more than just conducting good groups. After all, the real issue is what you do with the data that the groups provide.

We thus do not think of the planning process as something that happens up front. Instead, we emphasize a planning process that carries through from the first decision to ...

  • Loading...
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles