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.

Examples of Focus Groups


In this chapter we provide examples of how focus groups have been used in research in business and management literature. In reflecting the nature of research that tends to employ focus groups as a method, there will be an emphasis on studies from the marketing discipline, as this is where we find much of the published work, yet we can see how focus groups have been used in other domains too, such as logistics, information systems and organisational behaviour. The different types of focus group structure presented earlier in Table 2.1 are used as a framework for the following discussion, and we also include examples of how focus groups are used in different research designs, such as stand-alone, mixed methods, ...

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