The Focus Group Guidebook

by David L. Morgan

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.

120 pages, Paperback

First published July 24, 1997

Reviews

[Sean Halpin]

It is important to understand that this book is extremely introductory. Think Focus Groups for Dummies. Not that this is a bad thing--but if you have any experience in qualitative studies you will likely not find much help here.

[Ana]

Good

[Exavidreader]

This is the first of six volumes in the focus group kit. It is mainly an overview and introduction about focus groups (including an introduction about the other 5 volumes). Simple and easy to read. It is meant for beginners who are really clueless. Not what one would pick up if you already know some obvious things.