The Focus Group Guidebook.

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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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Morgan, David L.
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Thousand Oaks : SAGE Publications, 1997.
Colección:Focus Group Kit.
Temas:
Focus groups.
REFERENCE > Research.
Focus groups
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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 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.
  • Chapter 11
  • Checklist: Are Focus Groups Right for You?
  • 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.
  • 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.
  • 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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