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.

Factors That Affect the Focus Group Discussion Process

The here is much speculation about factors that affect the group dynamic in focus group research. Various authors talk about the effects of social comparisons, peer group pressure, and group influence on individual group members’ responses in the context of focus groups. But there are relatively few formal treatments of these theoretical processes in the focus group literature. See Fern (1982b), Bristol ...

  • Loading...
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles