Customer Reviews

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

5 star:		(6)
4 star:		(3)
3 star:		(1)
2 star:		(0)
1 star:		(0)

 

 

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!

Data collected from focus groups provide information that would otherwise be unknown. The author defines focus group sessions as "basically group interviews" (p. 9). He adds "The fundamental data that focus groups produce are transcripts of the group discussion" (p. 10). What a researcher finds in focus groups is interaction among the members that is not found in other forms of research. The first chapter covers the history of its use.
Four aspects of group discussion are discussed:
1. The observer is advised to pay close attention to the difference between what participants find interesting and what they find important.
2. Note differences in perspectives as revealed through how questions are asked and answered.
3. Observe areas of agreement and disagreement.
4. Be aware that attempts to build consensus are found in group dynamics within focus groups.
In general this book provides the basics of introducing researchers to the expectations of using focus group for data collection and interpretation.

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.

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

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.

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 suggested by my advisor for reference while finishing my dissertation. The book was well-written, easy to understand, and very through. It covered both the nuances of focus groups and the applications of focus groups, so it would be an appropriate read regardless of your specific need in conducting a focus group (e.g., marketing, research, etc.)It is highly recommended for anyone planning a focus group. In my opinion, it gives practical information that is beneficial to have prior to conducting a focus group rather than finding out about glitches after the fact--potential time and money saver.

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.

Succint, accurate and practical. Great help for those entering the world of group interviews.

A good book and very helpful but arrived late from amazon.