Focus Groups : A Practical Guide for Applied Research

By Richard A. Krueger and Krueger Richard A.

Book Overview

"We want people to listen to us. . . . Focus group interviewing is about listening. It is about paying attention. . . . being nonjudgmental. . . .When used appropriately, the process improves listening and the results can be used to benefit the people who shared the information. And people go away feeling good about having been heard."

--Richard A. Krueger & Mary Anne Casey, from the Preface

This highly acclaimed book in its third edition includes the following updates and improvements:

- Vignettes

drawn from small and large focus groups that illustrate problems that come up and effective ways to resolve the issues.

- Designing questions

for asking effective questions to draw out a group and how to refine them based on the group′s responses.

- Collaborative Approach

updated to address the latest ways to implement the empowerment and action research.

- Budgeting

how to more effectively budget for a focus group

- Coding

how to more effectively use existing software packages to code and analyze the results of a focus group.

• Format: Paperback
• Language: English
• ISBN: 0761920714
• ISBN13: 9780761920717
• Release Date: August 1970
• Publisher: SAGE Publications, Incorporated
• Length: 320 Pages
• Weight: 0.12 lbs.
• Dimensions: 0.8" x 7.4" x 9.1"

Customer Reviews

No unpleasant surprises here!

I received my item within the time indicated and the book was in great shape. If the transactions continued to go as smoothly as this one, I would definitely buy from this seller again! I'm satisfied with the product, price, and timeliness of receiving my product.

Excellent Book

I purchased this book prior to taking a class on focus groups with the authors. I found the book was written in a manner that was both clear and informative. Information in the book provides the necessary background and detail to understand focus groups. The authors are experienced moderators with many jewels of wisdom to share which are found in this book. This one is a keeper!

Helpful

As explained in the acknowledgements, this book grew out of research projects of the authors. It seeks to explain how one draws valid meaning from qualitative data. The focus of the book, as a consequence, is analysis. The authors see themselves as logical positivists. Three components of analysis are: data reduction, data display, and conclusion drawing/verification.Like a large number of other scholars, they see compatibility between qualitative and quantitative research. They contend that "qualitative research can be outright 'confirmatory.'"This book covers the basics of doing a qualitataive study. It is a helpful reference to use for experienced researchers as well as an excellent introduction for beginners.

User friendly - not research friendly

This book contains a great deal of information about conducting focus groups and is very easy to use; however, the format is far too simplistic. Focus groups are a research technique; this book takes the approach of "so easy even a child could do it." Although it is filled with information and guidelines about appropriate techniques and uses for data, the lighthearted format undermines the serious nature of data collection and analysis. The second edition was much better as a comprehensive guide to focus groups that maintained some research integrity.Incidentally, I suspect that Paladin Red actually reviewed the second edition. The third edition does not contain appendices after each chapter - another unfortunate loss from the earlier edition.

A superb research guide!

Krueger's book on focus groups has been by far the most useful guide in terms of the step-by-step approach used. Everything from concise budgeting techniques to handling those "difficult" participants are outlined neatly and in a straight-forward fashion. The appendices after each chapter are also really helpful especially for beginner researchers such as myself. I borrowed this book from the library for a summer marketing research job and it was all I needed for the focus group portion. Recommended to me by my marketing prof, I in turn highly recommend it!