Covering all the major qualitative approaches in business studies (including case study research, ethnography, narrative inquiry, discourse analysis, grounded theory and action research), this practical how-to guide shows how qualitative methods are used within management, marketing, organizational studies and accounting. Within each approach, the authors consider crucial issues such as framing the research, generating research questions, getting access, collecting empirical materials, reporting the results and evaluating the research. Original case studies drawn from around the world are included throughout to demonstrate the practical applications of the methods discussed.

Focus Group Research

This chapter will give information on:

  • what focus groups are and what focus group research is;
  • the objectives and advantages of using focus groups;
  • how to organize and conduct focus groups;
  • how to analyse focus group data;
  • how to report and evaluate focus group studies.

Focus groups and focus group research

Powell and Single (1996: 499) define a focus group as ‘a group of individuals selected and assembled by researchers to discuss and comment on, from personal experience, the topic that is ...

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