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Focus Groups as Qualitative Research, Second Edition (Qualitative Research Methods Series 16) Paperback – October 23, 1996

ISBN-13: 978-0761903437 ISBN-10: 0761903437 Edition: 2nd

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Product Details

  • Paperback: 88 pages
  • Publisher: SAGE Publications, Inc; 2nd edition (October 23, 1996)
  • Language: English
  • ISBN-10: 0761903437
  • ISBN-13: 978-0761903437
  • Product Dimensions: 8.7 x 5.5 x 0.4 inches
  • Shipping Weight: 3.2 ounces (View shipping rates and policies)
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (12 customer reviews)
  • Amazon Best Sellers Rank: #16,480 in Books (See Top 100 in Books)

Editorial Reviews

About the Author

David L. Morgan is a professor in the Department of Sociology at Portland State University. He received his PhD in sociology from the University of Michigan and postdoctoral training at Indiana University. In addition to his widely recognized expertise in focus groups, he also has extensive experience with collection and analysis of survey data. His research interests center on pragmatic approaches to mixed methods research, with an emphasis on practical applications of research design.


More About the Author

My primary interest is in social science research design, including focus groups and mixed methods research.

Customer Reviews

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The book was well-written, easy to understand, and very through.
Bagnello
Each chapter is segmented topically, making this academic essay organized in such a way to be appreciated by the marketing or communications student.
A.Trendl HungarianBookstore.com
This was the most helpful book I read on focus groups and helped me survive my dissertation.
Psych Grad Student

Most Helpful Customer Reviews

4 of 4 people found the following review helpful By Psych Grad Student on November 1, 2008
Format: Hardcover
This was the most helpful book I read on focus groups and helped me survive my dissertation. It is short and to the point and easy to understand if you don't have a lot of qualitative research experience. It is well organized and leads you through the entire process of focus groups, highlighting choices I never even though from an objective point of view, instead of only advocating one side. I liked that he presents reasons for an against each method or decision and allows you to make the choice about what is going to be best for your project. I wish it had a little more about the details of analyzing the data though. It seems more focused on the how tos of and decisions about actually conducting focus groups and less on analyzing the data. A great, short practical resource for the how tos though!
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3 of 3 people found the following review helpful By A Customer on February 26, 2003
Format: Paperback
This is in reference to the Second Edition because I had read some bad reviews about the Third Edition. It's clear and to the point. Information in other Focus Group books are covered, but without all the fluff.
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2 of 2 people found the following review helpful By A.Trendl HungarianBookstore.com VINE VOICE on February 19, 2003
Format: Paperback
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
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2 of 2 people found the following review helpful By Donna A. Harris on May 9, 2008
Format: Paperback
I needed a quick over view about focus groups for a project. I did not have the time to read a long winded book but wanted more than a journal article. This book fit the bill. Having seen focus groups used in many settings I wanted to know more about the research design portion of the process. This book seemed to be a good distilation of a larger work, and that is why I call it the cliffs notes version. There is enough here for anyone needing a brief overview, including advice to help a researcher determine if a focus group will produce the results needed for your project. Overall I found Focus Groups as Qualitative Research very helpful.
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2 of 2 people found the following review helpful By KikoPR on June 1, 2011
Format: Paperback Verified Purchase
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.
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1 of 1 people found the following review helpful By Octavio F Torres Chazaro on August 14, 2012
Format: Kindle Edition Verified Purchase
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.
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