The Focus Group GuidebookSAGE Publications, 24 jul 1997 - 120 páginas Providing a general introduction to focus group research, Morgan includes the appropriate reasons for using focus groups and what you can expect to accomplish with them. He 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. The author covers 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 managers or clients who will be using focus groups. |
Índice
Chapter 1 About This Book | 1 |
First Encounters with Focus Groups | 4 |
Chapter 2 Why Should You Use Focus Groups? | 9 |
Strengths of Qualitative Data | 11 |
Projects that Use Focus Groups | 13 |
Planning | 14 |
Assessment | 15 |
Six Case Studies | 17 |
Chapter 7 What do You Get from Focus Groups? | 55 |
Appropriate Uses for Focus Groups | 57 |
Consider Focus Groups When Investigating Complex Behaviors and Motivations | 58 |
Consider Focus Groups When You Want to Understand Diversity | 59 |
Inappropriate Uses for Focus Groups | 60 |
Avoid Focus Groups If the Participants are Not Comfortable with Each Other | 61 |
Avoid Focus Groups When a Project Requires Statistical Data | 62 |
Chapter 8 Resources Required to do Focus Groups | 65 |
Designing a First Effort at Quality Improvement | 18 |
Evaluating a Training Center | 19 |
Assessing Community Needs | 20 |
Creating an Educational Booklet | 22 |
Generating Items for a Survey Questionnaire | 24 |
Anticipating Responses to a Major Change | 25 |
Chapter 4 What Focus Groups are and Are Not | 29 |
Focus Groups are Focused | 31 |
Focus Groups Use Group Discussions | 32 |
A Few Things That are Not Focus Groups | 33 |
Chapter 5 A Capsule History of Focus Groups | 37 |
The Move to Marketing | 39 |
A Widespread Research Method | 40 |
The Future of Focus Groups | 43 |
Chapter 6 Some Myths about Focus Groups | 45 |
Focus Groups are LowCost and Quick | 46 |
Focus Groups Require Professional Moderators | 47 |
Focus Groups Require Special Facilities | 48 |
Focus Groups Must Consist of Strangers | 49 |
Focus Groups Produce Conformity | 50 |
Focus Groups must be Validated by Other Methods | 51 |
Focus Groups Tell You How People Will Behave | 52 |
Planning | 66 |
Recruiting | 67 |
Moderating | 68 |
Analyzing and Reporting | 69 |
Other Costs | 71 |
Working Together | 75 |
Sponsors | 76 |
The Relationship between the Sponsor and the Participants | 78 |
Researchers | 81 |
Chapter 10 Ethical Issues | 85 |
Basic Issues | 87 |
The Sponsors Relationship to the Participants | 89 |
What the Participants Learn about Each Other | 90 |
Dealing with Stressful Topics | 91 |
Setting Boundaries | 93 |
Protecting the Sponsors Privacy | 94 |
Are Focus Groups Right for You? | 97 |
| 99 | |
Index to the Focus Group Kit | 101 |
About the Author | 103 |
Otras ediciones - Ver todo
The Focus Group Kit, Volúmenes 1-6 David L. Morgan,Richard A. Krueger No hay ninguna vista previa disponible - 1997 |
The Focus Group Kit, Volúmenes 1-6 David L. Morgan,Richard A. Krueger No hay ninguna vista previa disponible - 1997 |
Términos y frases comunes
Analysis and Reporting asked assistant moderator Avoid Focus Groups basic behavior booklet clients conducting focus groups confidentiality Consider Focus Groups costs create decision develop employees ethical issues example experiences focus group project focus group research Focus Group Results Focus Groups Discusses Focus Groups Require GO TO Chapter goal group dynamics hear Hispanic icon important individual interviews Industrial Espionage informed consent interest involved kinds Lazarsfeld listening marketing research Merton moderate the groups Moderating Focus Groups myth ongoing relationship organization over-disclosure pants participant observation participants at risk Planning Focus Groups produce profes Professional Moderators project using focus purposes qualitative methods qualitative research questions recruitment Relationship Between Sponsors Reporting Focus Group research method research team responsibility self-disclosure set of focus Setting Boundaries Sponsors and Researchers staff strategy stress survey talk tapes things Thousand Oaks transcripts understand volume