Planning Focus Groups (Focus Group Kit) [Paperback]

David Morgan (Author)

Book Description

ISBN-10: 076190817X | ISBN-13: 978-0761908173 | Publication Date: July 24, 1997 | Edition: 1

David L Morgan covers the wide range of practical tasks required in the course of a research project when using focus groups. Throughout, Planning Focus Groups emphasizes the clarifying purposes of the research project in order to collect data that meet the goals. The author extensively and concisely covers the basic decisions that are necessary to plan a research project using focus groups, such as who should be in the groups, the total number of groups, their size and much more. This volume also features a detailed discussion of personnel and budgets. Among the other topics covered are recruitment, selecting locations, and recording and managing data. Practical material includes checklists and recruitment tools.

Editorial Reviews

Review

"Dick Krueger and David L. Morgan have done the research community a great service in their writing of this kit. They have brought together the most recent thinking on focus groups and the best of present practices and applications. They are experienced in this area and know of which they write. From novice to skilled practitioner, everyone will benefit from working through six volumes. They make clear the ‘when, why, and how’ of focus groups." 

(Ray C. Rist )

"The Focus Group Kit is a non pareil work. Its straightforward, common-sense approach is represented with such eloquent language. It is a real joy to read. It was refreshing to find more than I anticipated in its pages. Dick Krueger, et al. have a talent for capturing the essence of what we all need to do to conduct outstanding focus group research. For me this kit gave new meaning to the process." 

(Gail Redd ) --This text refers to an alternate Paperback edition.

About the Author

Richard Krueger, Ph.D., is a professor emeritus and senior fellow at the University of Minnesota. He spent 25 years with the University of Minnesota Extension Service serving as evaluation leader. Now he teaches qualitative research methods and program evaluation at the University of Minnesota. Although trained as a quantitative researcher, he was drawn to qualitative research. He has spent the last 30 years learning about, practicing, and teaching focus group interviewing. --This text refers to an alternate Paperback edition.

Product Details

• Paperback: 160 pages
• Publisher: Sage Publications, Inc; 1 edition (July 24, 1997)
• Language: English
• ISBN-10: 076190817X
• ISBN-13: 978-0761908173
• Product Dimensions: 10.1 x 7 x 0.4 inches
• Shipping Weight: 13.6 ounces (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (3 customer reviews)
• Amazon Best Sellers Rank: #986,004 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

22 of 22 people found the following review helpful:

5.0 out of 5 stars An Excellent Choice, December 12, 2003

By 

Fred Smoller (Orange, CA USA) - See all my reviews
(REAL NAME)   

This review is from: The Focus Group Kit, Volumes 1-6 (Paperback)

This series is a must for those who are going to do focus group research. The Focus Group kit is the single best "how to do it" manual(s) that I've read on anything. The writing is crisp and clear and the series is filled with "from the trenches" suggestions by authors who have conducted hundreds of focus groups, and who have taught hundreds of others how to do it. The series is thorough and thoughtful. Include is a rich discusion of theoretical topics --such as, how to analyze qualitative data --and very practical suggetions--such as the need for "Duct Tape" and "PZM" microphones. It is far more economic to purchase the kit than the individual books. All the books are useful, however the "Involving Community Members in Focus Groups"--which focuses on using volunteers as moderators and assistants--(for me) was too narrowly cast. I was surprised by the author's advice not to use videotaping--something I've found indispensable in the analysis of focus groups. They advise against videotaping focus groups because it creates a "circus" atmosphere seems dated given the advent of digital video cameras, and how comfortable nearly everyone seems to be about being videtaped (Andy Warhol was right). Having said this, I can't say enough about the series. I am reading it through for the second time and have made an appointment to meet with one of the authors for some recommended "mentoring." I am going to be doing 10 groups next month. I'll be clutching a tape recorder in one hand and this series in the other.

5.0 out of 5 stars The Focus Group Kit, February 9, 2011

By 

natacat - See all my reviews

Amazon Verified Purchase

This review is from: The Focus Group Kit, Volumes 1-6 (Paperback)

This set of books is perfect for a novice focus group moderator. The books are comprehensive, easy to read, and written by the best in the field.

11 of 25 people found the following review helpful:

5.0 out of 5 stars A terrific resource, April 2, 1999

By A Customer

This review is from: The Focus Group Kit, Volumes 1-6 (Paperback)

These books are a very practical guide. Very useful and easy to understand. They simplify what could otherwise be a very unmanageable process.