Focus Groups as Qualitative Research

by David L. Morgan

The extensively revised edition of the best-selling Focus Groups as Qualitative Research continues to provide an excellent guide for researchers across the disciplines.

Reflecting the many changes that have occurred in the study of focus groups in recent years, the book begins with an updated introduction offering a discussion of current social science approaches to focus groups. Expanded coverage on the comparison of focus groups to individual interviews follows, and there is more material on the strengths and weaknesses of focus groups. The section on self-contained focus groups has also been expanded. Subsequent chapters have been revised to include examples from social scientists who have established their own practices and methodological research on focus groups. In conclusion, the author offers future directions and references that take into account the explosive growth of focus groups as a research tool for all social scientists.

Genres: Research, Nonfiction, Anthropology

88 pages, Paperback

First published September 1, 1988

Reviews

[Miss Ravi]

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]

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]

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]

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.