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Focus Groups

Paperback|Jan 1990
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$57.99

^Stressing the unique interaction of the moderator and group as well as the mechanics of designing, conducting and interpreting the outcome of focus groups, this book provides a systematic treatment of focus group interviews within the context of social science...


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^Stressing the unique interaction of the moderator and group as well as the mechanics of designing, conducting and interpreting the outcome of focus groups, this book provides a systematic treatment of focus group interviews within the context of social science research and theory. It also brings together the substantial literature on group processes and the analysis of qualitative data.
-Publisher

"The best feature of this book is its balanced combination of theory and practice. . . . Considering its size, clarity, affordability, and the scope of the information it provides, the book is more than worth its value. The amount of theoretical and practical information it offers makes this volume an excellent introduction to focus group research." --Social Work with Groups "The best choice as a seminar reading, not least because of its generally sound and sensible approach, combined with a price as much as 70% lower than that of some other books. Distinctive features include an explicit consideration of the relevance to focus group practice of laboratory research on group dynamics, a valuable discussion of how content analysis might be applied to transcripts from group interviews, and a comparison of focus groups with other group techniques, such as the nominal group technique. The bibliography is fairly extensive and contains several references to works on interviewing and group leadership that I do not recall seeing in other treatments of the topic. . . . Every chapter concludes with a set of review questions and an exercise. No other book on focus groups includes such instructional aids." --Journal of Marketing Research "An insightful discussion of group dynamics. . . . Abundant references are provided." --Stern?s HR New & Forthcoming "Provides a very useful introduction to the theory and practice of conducting focus groups. . . . A handy and very practical introduction for anyone thinking of using group discussions in their research work." --SRA News "If you have hesitated to use focus groups because you were uncertain how to go about it, Stewart and Shamdasani?s Focus Groups should be quite useful. The book is a concise, lucid manual that describes the strengths and weaknesses of focus groups, the circumstances in which focus groups are appropriate, and the procedures for using them to the greatest advantage. Although the authors encourage the reader to consider the merits of focus groups, they present a balanced view that also describes circumstances in which focus groups are not appropriate . . . . To help the reader select the best approach, other group techniques are discussed, including the nominal group technique, the Delphi technique, brainstorming, synectics, and leaderless discussion groups. The strengths and weaknesses of each of these alternatives are discussed, and references are provided for the reader who desires to explore them in greater detail. To add credence to their suggestions, the authors review relevant group dynamics literature, including variables such as demographics, physical characteristics of individuals, personality, interpersonal influences, group cohesiveness, and environmental influences. This is a valuable contribution that provides theoretical and empirical support for their approach. The book provides clear descriptions of what should be done at each step of a focus group project and practical examples to help the reader visualize the implementation . . . . Provides interesting examples of focus groups in practice. . . . Includes a clear, well-organized example of a focus group summary report that shows how to organize and document focus group results. This book is an excellent starting point for anyone contemplating the use of focus groups. It provides clear, cogent discussions of focus group techniques, and it illustrates these techniques with practical examples. Each chapter concludes with a summary, review questions, and a skill-building exercise. Whether you are contemplating the use of focus groups or would just like to know more about them, this book is recommended." --Journal of Management Edited Version of Above Quote "If you have hesitated to use focus groups because you were uncertain how to go about it, Stewart and Shamdasani?s Focus Groups should be quite useful. The book is a conc
-Publisher

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