Focus groups : theory and practice
Author(s)
Bibliographic Information
Focus groups : theory and practice
(Applied social research methods series, v. 20)
Sage Publications, c2007
2nd ed
- : cloth
- : pbk
Available at 18 libraries
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Note
Includes bibliographical references (p. 167-176) and index
Description and Table of Contents
Description
Group interviews are among the most common methods of research in the social sciences. Focus Groups: Theory and Practice, Second Edition provides a systematic treatment of the design, conduct, and interpretation of focus group discussions within the context of social science research and theory. The book examines every facet of focus group research, from selection and recruitment of group participants, to the selection of a moderator, to conduct of the interviews, through the analysis of focus group data. Also included are discussions on designing the interview guide, the importance and influence of group composition, the art of conducting the focus group, and the characteristics of effective moderators. The book is intended as a useful guide for research practitioners and as a supplementary text for research courses in psychology, sociology, political science, organization studies, marketing, public health, communications, education and social work.
Key Features:
coverage of the use of new technologies in focus group research
new focus on global research instructional aids such as a chapter summary, review questions and practical skill-building exercises in each chapter
a new chapter that provides a historical perspective on the development of focus groups including their roots in early group therapy research new, updated examples of the uses of focus groups
a discussion of the use of information technology for conducing groups on-line and by video-conference
new methods for the analysis of focus group data
Table of Contents
Preface to First Edition
Preface to Second Edition
1. Introduction: Focus Group History, History, Theory and Practice
Border Crossing: The Behavioral Science Origins of Focus Groups
Focus Group Theory
Purpose of the Book
Plan of the Book
Conclusion
Review Questions
2. Group Dynamics and Focus Group Research
Influences of Intrapersonal Factors and Individual Differences
Interpersonal Influences
Environmental Influences
Conclusion
Review Questions
3. Focus Groups and the Research Toolbox
Focus Group Basics: Structure, Process, and Data
Uses of Focus Groups: Applications, Advantages, and Limitations
Steps in the Design and Use of Focus Groups
Conclusion
Review Questions
4. Recruiting Focus Group Participant and Designing the Interview Guide
Establishing the Research Agenda
Recruiting Participants
Developing the Interview Guide
Issues and Trends for the Future
Coclusion
Review Questions
5. The Focus Group Moderator
Leadership and Group Dynamics
Interviewing Styles and Tactics
Moderator Selection
Moderator Preparation
Moderator Bias in Focus Group Interviews
Conclusion
Review Questions
6. Conducting the Focus Group
The Physical Arrangement of the Group
Interviewing Style
Discussion Aids
Intimacy
Observers and Rcordings
Beginning the Interview
Ensuring Participation
Time Management
Probing
Problems
Special Issues
Conclusion
Review Questions
7. Analyzing Focus Group Data
How Much Analysis?
Transcribing the Interview
Qualitative Analytic Approaches
Quantitative Analysis
Computer-Assisted Content Analysis
Conclusion
Review Questions
8. Focus Group in Practice
Bush, Kerry, and Focus Groups
Television Ads the Public Will Never See
Impulsive Consumers, Shoplifters, and Focus Groups
A Representative Focus Group Report: Buying a New Car
New Car Purchasing Experiences: A Sample Report
Conclusion
Review Questions
9. Other Group Methods
The Nominal Group Technique
The Delphi Technique
Brainstorming and Synectics
Leaderless Discussion Groups
Conclusion
Review Questions
10. Conclusion
References
Index
About the Authors
by "Nielsen BookData"