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Specifically written for researchers and students with a fundamental knowledge of focus group research, the book gives numerous examples of what researchers should and should not do in designing their own research projects. In addition, it critically examines the limits of focus groups and suggests how to use focus groups for nontraditional research tasks.
List of contents
Introduction and Conceptual Framework
Group Composition, Individual Charecteristics, and Cohesion
The Research Setting
The Focus Group Moderator
Factors That Affect the Focus Group Discussion Process
Methodological Issues in Focus Group Research
Representativeness, Independence, Degrees of Freedom, and Theory Confirmation
Exploratory Tasks
Experiential Tasks
Clinical Tasks
Planning and Reporting Future Focus Group Research
About the author
A faculty member of Virginia Tech since 1981, Fern made significant contributions in research on focus group methods in marketing research, professional selling, and channels of distribution. His books and other academic publications number more than 30. He provided numerous services to the profession and the business community, serving as a reviewer for journals and participating in academic and business conferences.
He has been recognized with the Pamplin College of Business Ph.D. Teaching Excellence Award.
Fern received his bachelor’s degree, M.B.A., and Ph.D. from Ohio State University.
Summary
Specifically written for researchers and students with a fundamental knowledge of focus group research, the book gives numerous examples of what researchers should and should not do in designing their own research projects. In addition, it critically examines the limits of focus groups and suggests how to use focus groups for nontraditional research tasks.
