Focus Groups as Qualitative Research / David L. Morgan

By David L. Morgan

Book Overview

From the First Edition:

"Continues the high quality of previously published volumes in the Sage series on qualitative research methods. . . . Useful and instructive. . . . David L. Morgan deals with a number of practical issues concerning the conduct of focus groups, such as the degree of moderator involvement and group size. . . . Provides ample illustrations . . . and thought-provoking advice for researchers and students."

--Contemporary Sociology

"David L. Morgan′s book is unique among current offerings on focus groups because it is directed at academic users of focus groups rather than practitioners. His account is also unique in its critical attitude toward contemporary market research applications of focus groups. . . . The book succeeds best at providing fuel for scholarly debates about what group interviews can and cannot contribute to research."

--Journal of Marketing Research

"Provides the reader with a very clear and practical overview of the focus group as a method for field research. . . . Well-written and informative. . . . Providing the history and methodological rationale for the method. . . . Attests to the benefits or strengths of focus group research on the basis of personal opinion and testimonial evidence."

--Personnel Psychology

Only a decade ago, focus groups were virtually unknown to social scientists. Now their use in academic as well as outside settings is vast and ever growing. David L. Morgan has extensively revised and updated his best-selling Focus Groups as Qualitative Research, providing an excellent guide for researchers in every discipline. He begins his comprehensive revision with an updated introduction that offers a discussion of current social science approaches to focus groups. Expanded coverage on the comparison of focus groups to individual interviews follows, as well as more on the strengths and weaknesses of focus groups (Chapter 2). Chapter 3′s section on self-contained focus groups has also been expanded to reflect the increased range of research being done in this area. The next chapter has been thoroughly reorganized both to provide an overview of what a typical set of groups looks like as well as new insights on research design. Similarly, Chapters 5 and 6 have been reorganized and broadened to include examples from social scientists who have established their own practices and methodological research on focus groups. This best-selling research guide concludes with future directions and references that take into account the explosive growth in focus groups as a research tool for all social scientists.

Reflecting the many changes that have occurred in the study of focus groups over the years, Focus Groups as Qualitative Research, Second Edition is for qualitative researchers in every academic discipline as well as those in nonacademic settings.

• Format: Paperback
• Language: English
• ISBN: 0761903437
• ISBN13: 9780761903437
• Release Date: October 1996
• Publisher: Sage Publications, Inc
• Length: 88 Pages
• Weight: 0.28 lbs.
• Dimensions: 0.2" x 5.5" x 8.5"

Customer Reviews

Focus Groups

This book was suggested by my advisor for reference while finishing my dissertation. The book was well-written, easy to understand, and very through. It covered both the nuances of focus groups and the applications of focus groups, so it would be an appropriate read regardless of your specific need in conducting a focus group (e.g., marketing, research, etc.)It is highly recommended for anyone planning a focus group. In my opinion, it gives practical information that is beneficial to have prior to conducting a focus group rather than finding out about glitches after the fact--potential time and money saver.

Best Book I've read on Focus Groups

This was the most helpful book I read on focus groups and helped me survive my dissertation. It is short and to the point and easy to understand if you don't have a lot of qualitative research experience. It is well organized and leads you through the entire process of focus groups, highlighting choices I never even though from an objective point of view, instead of only advocating one side. I liked that he presents reasons for an against each method or decision and allows you to make the choice about what is going to be best for your project. I wish it had a little more about the details of analyzing the data though. It seems more focused on the how tos of and decisions about actually conducting focus groups and less on analyzing the data. A great, short practical resource for the how tos though!

Focus Groups as Qualitative Research (Qualitative Research Methods)

Succint, accurate and practical. Great help for those entering the world of group interviews.

Great

This is in reference to the Second Edition because I had read some bad reviews about the Third Edition. It's clear and to the point. Information in other Focus Group books are covered, but without all the fluff.

Solid Start in Understanding the Use of Focus Groups

Essential to the study of marketing research, "Focus Groups As Qualitative Research" by David Morgan succinctly presents a classroom quality look at a much misunderstood aspect of needs and wants analyses.Each chapter is segmented topically, making this academic essay organized in such a way to be appreciated by the marketing or communications student.Intended for the collegiate level and above, Morgan presumes a basic knowledge of market research principles and goals. Here, he justifies the credibility of focus groups, and steers the reader away from seeing them as superficial, unscientific examinations and guesswork.While it has an academic journal tone to it, it is readable. It has a hefty bibliography at the end, with 50-60 works cited.I fully recommend "Focus Groups As Qualitative Research " by David L. Morgan.Anthony Trendl