Focus Groups as Qualitative Research, Second Edition (Qualitative Research Methods Series 16)

I found this book good and practical. Probably too much achademy language on it, but still with a very good amount of practical advice. I have not read it all but still I found the target chapters useful, friendly and to the point. Plenty of good references to the critical books and articles. Some paragraphs were golden to me as for example the topic on segmentation, But the best were the criteria to organize the full focus group exercise and the full rationale behind it. I would certainly recommend it.

This is a small book, I rarely use it.

This is a great book if you are looking for an introduction to focus group. Very easy to read and to the point. However, if you're looking for methodology and design of focus groups this is not your book.

This book was invaluable as I worked on a research project. It provides not only an overview of focus groups as a research methodology, but provides comparisons of other qualitative methods, setting up and utilizing focus groups, and analyzing data. It is truly a must-have for those who want to use a focus group methodology for research in the social sciences.

Hated it.

Arrived on time and the price was great. Ordered for a class.

This book remains an excellent introduction to research methods in the area of focus groups.

Essential to the study of marketing research, "Focus Groups As Qualitative Research" by David Morgan succinctly presents a classroom quality look at a much misunderstood aspect of needs and wants analyses.Each chapter is segmented topically, making this academic essay organized in such a way to be appreciated by the marketing or communications student.Intended for the collegiate level and above, Morgan presumes a basic knowledge of market research principles and goals. Here, he justifies the credibility of focus groups, and steers the reader away from seeing them as superficial, unscientific examinations and guesswork.While it has an academic journal tone to it, it is readable. It has a hefty bibliography at the end, with 50-60 works cited.I fully recommend "Focus Groups As Qualitative Research " by David L. Morgan.Anthony Trendl

If you are thinking of running focus groups - either as part of a research project (esp. Action Research or Grounded Theory), or as part of product development etc. this is an excellent book to consult. Morgan covers all of the key thinking, pros and cons as well as positioning focus groups with other research menthods e.g. follow up 1-to-1 interviews to deep dive on themes after conducting such a group.

informative

Excellent book - helped greatly with a university assignment. Would highly recommend.

Useful

Livro elementar no assunto. Muito bem escrito e dá importantes informações sobre grupos focais. Útil para pesquisadores da área social.