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The Focus Group Guidebook.
Providing a general introduction to focus group research, Morgan includes the appropriate reasons for using focus groups and what you can expect to accomplish with them. He provides a brief history of focus groups, a discussion of when to use focus groups and why, and several brief case studies illu...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Thousand Oaks :
SAGE Publications,
1997.
|
| Colección: | Focus Group Kit.
|
| Temas: | |
| Acceso en línea: | Texto completo |
MARC
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| 100 | 1 | |a Morgan, David L. | |
| 245 | 1 | 4 | |a The Focus Group Guidebook. |
| 260 | |a Thousand Oaks : |b SAGE Publications, |c 1997. | ||
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| 520 | |a Providing a general introduction to focus group research, Morgan includes the appropriate reasons for using focus groups and what you can expect to accomplish with them. He provides a brief history of focus groups, a discussion of when to use focus groups and why, and several brief case studies illustrating different uses of focus groups. The author covers the timeline and costs associated with focus groups, including a discussion of the ethical issues involved in focus group research. Thoroughly covering all the information to help you start your focus group project, this guidebook is approp. | ||
| 505 | 0 | |a 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. | |
| 505 | 8 | |a Case 4: Creating an Educational Booklet -- Case 5: Generating Items for a Survey Questionnaire -- Case 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. | |
| 505 | 8 | |a Chapter 11 -- Checklist: Are Focus Groups Right for You? | |
| 505 | 8 | |a 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 Method -- Inappropriate 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. | |
| 505 | 8 | |a Focus Groups Require Professional Moderators -- Focus Groups Require Special Facilities -- Focus 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. | |
| 505 | 8 | |a Recruiting -- Moderating -- Analyzing and Reporting -- Other Costs -- Chapter 9 -- It's All about Relationships: Working Together -- Sponsors -- Relationships between Sponsors and Researchers -- The 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. | |
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