Cover; Contents; Preface; 1Trends and uses of focus groups; 2 Composition of groups; 3 Preparation and conduct; 4 Analysis; 5 Virtual focus groups; 6 Conclusions; References; Index
Summary
There is an increasing divergence of focus group practice between social researchers and commercial market researchers. This book addresses the key issues and practical requirements of the social researcher, namely: the kinds of social research issues for which focus groups are most and least suitable; optimum group size and composition; and the designing of focusing exercises, facilitation and appropriate analysis. The authors use examples, drawn from their own focus groups research experience, and provide exercises for further study. They address the three main components of composition, con
