Focus Groups

Theory and Practice

• Author(s): David W. Stewart, Prem N. Shamdasani, Dennis W. Rook,
• Publisher: SAGE
• Pages: 188
• ISBN_10: 076192583X
  ISBN_13: 9780761925835
  
• Language: en
• Categories: Business & Economics / Marketing / Research , Reference / Research , Social Science / Methodology , Social Science / Research , Social Science / Sociology / General ,

Description:... Group interviews are among the most common methods of research in the social sciences. This book 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.