Advanced Focus Group Research examines the focus group research process in depth. It uncovers and addresses many of the complexities researchers encounter in conducting focus group research and introduces a conceptual framework that helps researchers make informed decisions about how to plan a focus group research project. Specifically written for researchers and students with a fundamental knowledge of focus group research, the book gives numerous examples of what researchers should and should not do in designing their own research projects. In addition, it critically examines the limits of focus groups and suggests how to use focus groups for nontraditional research tasks.

Introduction and Conceptual Framework

This is an advanced book about focus group research. Several books are available on how to conduct focus groups (Goldman & McDonald, 1987; Krueger, 1988; Morgan & Krueger, 1998; Stewart & Shamdasani, 1990; Templeton, 1994; Vaughn, Schumm, & Sinagub, 1996). In addition, a focus group kit is available that makes it easy for the novice to pick up the fundamentals of conducting focus groups ...

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