Part of SAGE’s Mastering Business Research Methods, conceived and edited by Bill Lee, Mark N. K. Saunders and Vadake K. Narayanan and designed to support researchers by providing in-depth and practical guidance on using a chosen method of data collection or analysis. In Conducting Focus Groups, Caroline J. Oates and Panayiota J. Alevizou explain what is involved in conducting focus groups, outlining their main features, use in research, their design and the kind of rich, qualitative data they facilitate. A step-by-step guides using practical examples show how you can successfully use focus groups to address your own research question. Ideal for Business and Management students reading for a Master’s degree, each book in the series may also serve as reference books for doctoral students and faculty members interested in the method. Watch the editors introduce the Mastering Business Research Methods series and tell you more about the first three books.

Basic Components of Focus Groups

Basic Components of Focus Groups


In Chapter 1 we defined focus groups as a technique used to explore a set of issues by allowing participants to discuss their experiences, opinions, feelings and ideas (Finch and Lewis, 2003), taking advantage of the interaction found in a group setting. Conducting successful focus groups requires careful consideration of a number of points linked to the planning process as this is where focus groups depart most from other qualitative methods (Morgan, 1997). This chapter will give the reader an overview of the tools and techniques required prior to running an actual focus group. As such we cover format decisions, the discussion agenda and practicalities including sampling and composition, recruitment, size and number of groups, timeframe, budget and location, ...

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