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.

The Research Setting

The setting in which focus groups are conducted affects an individual participant's personal space and privacy (see Figure 3.1). People use personal space and various types of territorial behavior in their attempts to seek ideal levels of privacy at a specific point in time (Altman, 1975). Moreover, different people have different needs for privacy and personal space. People also react differently to ...

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