You are here

Focus Groups
Share

Focus Groups
Theory and Practice

Third Edition


March 2014 | 224 pages | SAGE Publications, Inc
The fully updated Third Edition of Focus Groups: Theory and Practice offers a unique blend of focus group theory and practice in a single, easy-to-read source. It provides systematic treatment to the design, conduct, and interpretation of focus group data within the context of social science research and theory. Known for accessibility and step-by-step guidance, comprehensive treatment, and historical perspective, the book examines every facet of focus group research, from the selection and recruitment of group participants, to the selection of a moderator and conducting of interviews, to the analysis of focus group data. The Third Edition reflects the growing use of focus group research to address an increasingly broad array of issues that have a global span, and also provides more guidance on conducting virtual focus groups.

 
1. Introduction: Focus Group History, Theory, and Practice
 
2. Group Dynamics and Focus Group Research
 
3. Focus Groups and the Research Toolbox
 
4. Recruiting Focus Group Participants and Designing the Interview Guide
 
5. The Focus Group Moderator
 
6. Conducting the Focus Group
 
7. Analyzing Focus Group Data
 
8. Focus Groups in Practice
 
9. Virtual Focus Groups and Other Group Methods
 
10. Conclusion

This book is good as supplemental textbook for those who study research methodology, and would like to extend the knowledge or specialize in qualitative research technique. Focus group is the most often using technique to investigate and understand the respondent's psychology. This book give a very clear detail of how to set-up, and implement the focus group project. It's also identify the role of each player. Analyzing the focus group data is the most difficult part for this technique, however, this book describe it clearly. I recommend this book for all qualitative professional.

Dr Teerasak Jindabot
Business Administration , Prince of Songkla Univ.
September 5, 2014

For those PhD students who are interested in focus groups as methods for studying leadership, this book will be recommended.

Dr Kristina Palm
Medical Management center, lime
August 29, 2014

A logically structured book with plenty of helpful hints and tips on effectively planning and conducting focus groups.

Dr Noora Kokkarinen
School of the Built Environment, Liverpool John Moores University
August 21, 2014

I was considering adopting this title, but given the lack of interest in conducting focus groups among the students enrolled in my Communication Research Methods course in SP14, I have decided to put it on the list of recommended books. I might consider adopting it in the near future.

Dr Viera Lorencova
Communications Media Dept, Fitchburg State University
July 10, 2014

Useful and practice-oriented book.

Professor Raquel Ribeiro
CAPP, Instituto Superior de Ciências Sociais e Políticas
July 9, 2014

this gives good guidance in setting up and selecting focus groups and subjects to discuss.

Miss Deborah Young
Work Ready People, hit
July 2, 2014

Useful for novice as well as expereinced researchers.

Miss Christine Hibbert
Faculty of Health and Wellbeing, Sheffield Hallam University
May 21, 2014

Very good.

Useful when completing a research project module.

Mr Stuart Priestley
Sport, Myerscough College
May 9, 2014
  •  
Key features

NEW AND KEY FEATURES

  • Thoroughly updated content reflecting the growing maturity of focus group research and new domains of research and methodology within an international context
  • Highlights and offers insight into the increasing use of focus group research to address an ever-broadening array of global populations, such as rural farmers on the Indian subcontinent, gang members in south Los Angeles, and parents who homeschool their children
  • An examination of virtual focus groups, and the unique advantages and challenges that arise in recruitment and interviewing
  • Expanded information on the role of Institutional Review Board approval, the identification of research sites, the recruiting of participants, and the development of the interview guide
  • Increased coverage of the role of the moderator and the conduct of focus groups
  • Updated discussion on the use of software tools in focus groups
  • Accessible tone gives readers confidence in using focus groups as a source of data collection
  • Step-by-step guidance provides a “how to” manual for students
  • A historical overview of the use of focus groups promotes appreciation for the important role focus group inquiry plays in research endeavors

    The third edition retains a strong focus on the historical and disciplinary foundations of focus group research while providing new and updated content that reflects the evolving use of focus groups.  The new edition demonstrates the growing maturity of focus group research and the new domains of research questions and methodology it addresses. The current edition focuses on two of these new domains. The first is the growing use of focus group research to address an increasingly broad array of issues that have a  global span. Focus group research is now used with rural farmers on the Indian subcontinent, gang members in south central Los Angeles, parents who home school their children, and individuals suffering from various physical ailments, to name but a few. Focus group research has certainly extended its reach beyond marketing research applications focused on relatively affluent consumers. This edition of the book greatly expands the treatment of the use of focus groups in an international context and with special populations, such as children and individuals with special needs.

    The second major change in focus group research is the growing use of virtual groups. The internet has brought with it a rich array of tools and technologies for conducting focus groups with participating individuals who are separated considerably by time and space. First used as necessary, if inferior, substitutes for physical groups, virtual focus groups are now proving to have very unique advantages of their own.  The new edition discusses different types of virtual groups and the issues that arise in recruiting and conducting such groups.

    The third edition also includes new and updated source materials and provides new information about procedural details, such as the role of Institutional Review Board approval, the identification of research sites, the recruiting of participants, and the development of the interview guide. The treatment of the role of the moderator and the conduct of focus groups has also been expanded. The chapter on analysis of focus group data now includes an updated and enhanced discussion of software tools.

Sample Materials & Chapters

Chapter 1

Chapter 7


For instructors

Select a Purchasing Option

Electronic version
Prices from
$30.00*
*180 day rental