Summary
Contents
Subject index
Collecting Qualitative Data: A Field Manual for Applied Research provides a very practical, step-by-step guide to collecting and managing qualitative data. The data collection chapters focus on the three most often used forms of qualitative data collection: participant observation, in-depth interviews, and focus groups. The book also contains chapters on other practical aspects of qualitative field research often neglected in textbooks, including sampling, data management, research ethics, and supplementary data collection activities. Designed as an instructional field manual, this textbook includes many checklists and tips for how to use each technique while doing research. It also includes numerous real-life examples and cases, making it easy for readers to see the broader picture.
Focus Groups
Focus Groups
What is a Focus Group?
Focus groups have the distinction of being the only qualitative data collection technique with a name recognizable to the nonresearch public. Focus groups have been portrayed in panel cartoons, TV series (King of the Hill), and commercials (for Domino's Pizza—and one assumes that these commercials were themselves tested in front of focus groups, a stunning example of the self-referential nature of advertising). There is good reason for this high level of public visibility. Focus groups are ubiquitous in marketing and communications research, social-behavioral sciences, the health sciences, public policy, and political research. In commercial market research alone, there are an estimated 150,000 focus groups conducted each year in the United States, and there are hundreds of rooms ...
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