Focus Groups as Qualitative Research

by David L. Morgan

This volume describes a variety of applications for focus groups in social science, pointing out its potential as a self-contained means of collecting data and as a supplement to other research methods, both qualitative and quantitative. The author compares the focus group to more common qualitative techniques - individual interviewing and participant observation - stressing the advantages and weaknesses of each. He presents a thorough treatment of practical issues of planning and running a focus group and suggests ways research can be designed around the technique. The volume closes with a look at the potential contributions of focus groups to qualitative research.

Genres: Research, Nonfiction, Anthropology

88 pages, Hardcover

First published September 1, 1988

Reviews

[Miss Ravi · Rating 3 out of 5]

از آن‌جایی که مسئولیت جمع‌آوری اطلاعات درباره فوکوس گروه بر عهده‌ام بوده احتمالاً بخش عمده برگزاری جلساتش هم بر عهده‌ام خواهد بود و چون قرار است شرکت‌کنندگان از بین بچه‌های نه تا دوازده سال انتخاب شوند نمی‌توانم پیش‌بینی کنم که خواندن این کتاب و جستجو درباره‌ی این روش، چقدر به موفقیت‌آمیز بودن آن جلسات کمک می‌کند. از همین‌جا دعای خیرتان را بدرقه راهم کنید.

[Athena Macmillan · Rating 5 out of 5]

Concise, clear and interesting. The theory behind and a 'how to' of focus groups and interviews for qualitative research. Gets the point across, massive help for any methodology.

[Michelle · Rating 3 out of 5]

Required for my Research Design class, but decently interesting! I come from a more quantitative background, so it's important for me to read about qualitative research methods and how they can actually get at some unique findings. Focus groups, although they initially seem silly, are a powerful method for certain types of health research, and Morgan is their guru if you're interested in that path.

[Dave · Rating 3 out of 5]

Useful theoretical grounding in focus group as a qualitative data collection method. There are also concrete practical considerations, but be aware that they, and the book in general, are geared towards social sciences research rather than market research.