The focus group guidebook / / David L. Morgan

• Record Nr.: UNINA9910958313203321
• Autore: Morgan David L
• Pubbl/distr/stampa: Thousand Oaks, Calif., : SAGE Publications, c1998
• ISBN: 9781506320700; 1506320708; 9781483328164; 1483328163; 9781452250151; 1452250154
• Edizione: [1st ed.]
• Descrizione fisica: 1 online resource (xiv, 103 p.) : 1 port
• Collana: Focus group kit ; ; v. 1; Focus group kit ; ; 1
• Disciplina: 001.433
• Soggetti: Focus groups; Social sciences - Methodology; Social sciences - Research
• Lingua di pubblicazione: Inglese
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Note generali: Description based upon print version of record.
• Nota di bibliografia: Includes bibliography (p. 99-100) and index.
• Nota di contenuto: Cover; Table of Contents; Acknowledgments; Introduction to the Focus Group Kit; Chapter 1 - About This Book; An Introduction to Focus Groups; First Encounters with Focus Groups; Chapter 2 - Why Should You Use Focus Groups?; Listening and Learning; Strengths of Qualitative Data; Projects that Use Focus Groups; Problem Identification; Planning; Implementation; Assessment; Chapter 3 - Focus Groups in Use: Six Case Studies; Case 1: Designing a First Effort at Quality Improvement; Case 2: Evaluating a Training Center; Case 3: Assessing Community Needs; Case 4: Creating an Educational Booklet; Case 5: Generating Items for a Survey QuestionnaireCase 6: Anticipating Responses to a Major Change; Chapter 4 - What Focus Groups are (and Are Not); Focus Groups are a Research Method; Focus Groups are Focused; Focus Groups Use Group Discussions; A Few Things That are Not Focus Groups; Chapter 5 - A Capsule History of Focus Groups; Social Science Origins; The Move to Marketing; A ; Widespread Research Method; The Future of Focus Groups; Chapter 6 - Some Myths about Focus Groups; Focus Groups are Low-Cost and Quick; Focus Groups Require Professional Moderators; Focus Groups Require Special FacilitiesFocus Groups Must Consist of Strangers; Focus Groups Will Not Work for Sensitive Topics; Focus Groups Produce Conformity; Focus Groups must be Validated by Other Methods; Focus Groups Tell You How People Will Behave; Some Beliefs that should be Encouraged; Chapter 7 - What do You Get from Focus Groups?; Reasonable Expectations; Appropriate Uses for Focus Groups; Consider Focus Groups When There is a Gap between People; Consider Focus Groups When Investigating Complex Behaviors and Motivations; Consider Focus Groups When You Want to Understand Diversity; Consider Focus Groups When You Need a Friendly, Respectful Research MethodInappropriate Uses for Focus Groups; Avoid Focus Groups When They Imply Commitments You Cannot Keep; Avoid Focus Groups If the Participants are Not Comfortable with Each Other; Avoid Focus Groups When the Topic is not Appropriate for the Participants; Avoid Focus Groups When a Project Requires Statistical Data; Chapter 8 - Resources Required to do Focus Groups; Planning; Recruiting; Moderating; Analyzing and Reporting; Other Costs; Chapter 9 - It's All about Relationships: Working Together; Sponsors; Relationships between Sponsors and ResearchersThe Relationship between the Sponsor and the Participants; Researchers; Participants; Chapter 10 - Ethical Issues; Are Participants ""At Risk?""; Privacy: Basic Issues; Privacy: The Sponsor's Relationship to the Participants; Privacy: What the Participants Learn about Each Other; Dealing with Stressful Topics; Setting Boundaries; Protecting the Sponsor's Privacy; Chapter 11 - Checklist: Are Focus Groups Right for You?; References; Index to the Focus Group Kit; About the Author
• Sommario/riassunto: 'The Focus Group Guide Book' is part of the six-volume Focus Group Kit, which offers the information needed to conduct a state-of-the-art focus group, from the initial planning stages through to analysing and reporting the data.