The Focus Group Guidebook

by David L. Morgan and David L Morgan

Book Overview

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...

• Format: Paperback
• Language: English
• ISBN: 0761908188
• ISBN13: 9780761908180
• Release Date: July 1997
• Publisher: Sage Publications, Inc
• Length: 120 Pages
• Weight: 0.64 lbs.
• Dimensions: 0.3" x 7.5" x 9.2"