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.

Deciding on the Number of Groups
Deciding on the number of groups

There is no hard-and-fast rule about how many focus groups are enough. Doing too few groups may miss something or lead to premature conclusions, but doing too many is obviously a waste of time and money. Planning ahead will certainly help, but flexibility can be even more important. Sometimes, the only way to find out if a project requires either more groups or fewer groups is to try it and find out.

Typical Number of Groups is Three to Five

Deciding on the right number of groups is a matter of hearing what there is ...

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