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.
It's All about Relationships: Working Together
It's All about Relationships: Working Together
Overview
Any focus group project will bring together sponsors, who put the project in motion; researchers, who collect and analyze the data; and participants, who provide the actual group discussions. Conducting focus groups requires paying attention not only to the needs of each of these separate parties but also to the relationships among them.
The first section of this chapter considers the basic set of relationships that connect sponsors to both researchers and participants. The subsequent sections on researchers and participants cover special concerns about the relationships that affect each of these roles.
Sponsors
The sponsors are the ones who commission the research. The people sponsoring the project both set the initial goals and receive the final ...
- Loading...