Planning Focus Groups

by David L. Morgan and David L Morgan

Book Overview

David L Morgan covers the wide range of practical tasks required in the course of a research project when using focus groups. Throughout, Planning Focus Groups emphasizes the clarifying purposes of the research project in order to collect data that meet the goals. The author extensively and concisely covers the basic decisions that are necessary to plan a research project using focus groups, such as who should be in the groups, the total...

• Format: Paperback
• Language: English
• ISBN: 076190817X
• ISBN13: 9780761908173
• Release Date: July 1997
• Publisher: Sage Publications, Inc
• Length: 160 Pages
• Weight: 0.95 lbs.
• Dimensions: 0.5" x 7.0" x 10.1"

Customer Reviews

An Excellent Choice

This series is a must for those who are going to do focus group research. The Focus Group kit is the single best "how to do it" manual(s) that I've read on anything. The writing is crisp and clear and the series is filled with "from the trenches" suggestions by authors who have conducted hundreds of focus groups, and who have taught hundreds of others how to do it. The series is thorough and thoughtful. Include is a rich discusion of theoretical topics --such as, how to analyze qualitative data --and very practical suggetions--such as the need for "Duct Tape" and "PZM" microphones. It is far more economic to purchase the kit than the individual books. All the books are useful, however the "Involving Community Members in Focus Groups"--which focuses on using volunteers as moderators and assistants--(for me) was too narrowly cast. I was surprised by the author's advice not to use videotaping--something I've found indispensable in the analysis of focus groups. They advise against videotaping focus groups because it creates a "circus" atmosphere seems dated given the advent of digital video cameras, and how comfortable nearly everyone seems to be about being videtaped (Andy Warhol was right). Having said this, I can't say enough about the series. I am reading it through for the second time and have made an appointment to meet with one of the authors for some recommended "mentoring." I am going to be doing 10 groups next month. I'll be clutching a tape recorder in one hand and this series in the other.

A terrific resource

These books are a very practical guide. Very useful and easy to understand. They simplify what could otherwise be a very unmanageable process.