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.
Researchers use focus groups for a variety of exploratory tasks. There is considerable overlap between exploratory tasks and Calder's notion of exploratory focus groups (1977). Exploratory and clinical tasks are similar to each other but different from experiential tasks in that the information they generate tends to be unique. The focus group participants' creative efforts or the unique experiences and creativity of the ...