Drawing on the authors’ thirty years of combined experience in the field, this authoritative, step-by-step guide to conducting focus groups features dedicated chapters on all aspects of the research process. Loaded with real world research examples from across the social sciences, and learning features such as ‘expert advice’ and ‘concepts and theories’ boxes, as well as and end of chapter exercises and further reading, this is the perfect manual for novice researchers who want to conduct a successful focus group.

Running the Focus Group

Running the Focus Group

After detailing the role of the moderator and the observer, we now focus on what happens within the group in a collective discussion session. Indeed, each session develops in a unique way: even if the same people were called to meet again and discuss the same topics, without memory of the previous occasion, the session would almost certainly develop differently. This factor must be taken into consideration because it is precisely the group dynamics that influence the information produced during a focus group.

In the chapter, therefore, we will examine how, during group discussion by a focus group, a new collective identity is affirmed, which is at the same time the product and the condition of what each ...

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