Basic and Advanced Focus Groups

“This is great tool for their students or themselves if they want to use focus groups as a research approach. There is a lot of value for the price of this text.”

“This introductory text provides students with a solid understanding of principles, methods, and contributions of focus group methodology. It provides good coverage of the topic and essential components for consideration in using focus groups. Morgan is among the most well-known experts on focus group research; this current volume reflects how his insight and own research have evolved over the years to show how the field has changed.”

“This book provides accessible, practical information that is targeted toward an audience unfamiliar with the logistics of conducting focus groups.”

“The chapters contain enough depth for the text to serve as a one-stop shop for designing and using a focus group methodology.”

“Overall, the book is written in a language that is easy to understand (despite the topics the book is covering) for undergraduate students who may not be interested in research methods and have taken it as a required course in their curriculum.”

“I was pleasantly surprised at how useful the appendices are. Each of them provides information that will help a researcher. Including transcribed text is good because new researchers may not have been exposed to this type of data. In addition, the interview guides are useful tools and can be used in other forms of research as well.”