Focus Groups As Qualitative Research

Although focus groups have long been a technique in marketing and advertising research, they have virtually disappeared from the social sciences as a systematic research method. Focus Groups as Qualitative Research describes a variety of applications for focus groups in social science, pointing out its potential as a self-contained means of collecting data and as a supplement to other research methods, both qualitative and quantitative. The author compares the focus group to more common qualitative techniques - individual interviewing and participant observation - stressing the advantages and weaknesses of each. He presents a thorough treatment of practical issues of planning and running a focus group and suggests ways research can be designed around the technique. The volume closes with a look at the potential contributions of focus groups to qualitative research and with an annotated list of suggested readings.Morgan, David L. is the author of 'Focus Groups As Qualitative Research' with ISBN 9780803932081 and ISBN 0803932081.