Focus Groups: A Practical Guide for Applied Research Book

Focus groups are rapidly emerging as one of the preferred sources of information. They are used for assessing needs, planning programmes, evaluation and decision making.This practical, easy-to-read guide incorporates considerable research from both the social sciences and marketing research. The author presents useful advice on conducting focus group interviews, with clear descriptions of the technical aspects of successful focus groups and numerous common sense suggestions for application. Particular attention is placed on the uses of focus group interviewing for non-profit organizations.The book begins with an overview which highlights distinctions between the focus group procedure and other seemingly similar group or individual research procedures. Krueger introduces the concepts of planning, questioning, moderating and analysing focus group interviews; he includes examples of focus group questions, letters of invitation, screening questionnaires and analysis tips as well as actual focus group reports. This is an important volume for professionals and students in methodology, evaluation and research across the social sciences.Read More