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.

Recruiting the Participants

Recruiting the Participants
Recruiting the participants

When too few people show up, your focus group is an outright failure. All the effort and expense that went into writing the questions, training the moderator, and contacting the participants is wasted. Fortunately, this problem can be avoided through careful planning in the recruitment stages of the project. Recruitment may be the least glamorous aspect of focus groups, but it is absolutely essential to their success.

Recruitment is a systematic process. The traditional three-step strategy for recruitment includes the following: Two weeks ...

  • 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