Conducting Focus Groups for Business and Management Students

This concise and practical guide explores the use of focus groups as a method for conducting research in a business and management Masters dissertation.

List of contents

Chapter 1. Introduction
Chapter 2. Understanding Focus Groups
Chapter 3. Basic Components of Focus Groups
Chapter 4. Conducting Focus Groups
Chapter 5. Examples of Focus Groups
Chapter 6. Conclusions

About the author

Caroline J. Oates has been researching and teaching qualitative methods in the marketing field for many years. Her first publication on research methods was a chapter on the use of focus groups, in Research Training for Social Scientists, A Handbook for Postgraduate Researchers, published by Sage. Since then, her numerous publications in marketing have drawn upon a range of qualitative methods including focus groups with both adults and children. Caroline is a full member of the Chartered Institute of Marketing, and the Academy of Marketing, where she set up the Special Interest Group in Sustainability Marketing. Caroline was the founder of the Centre for Research in Marketing and Society, located in the University of Sheffield Management School, where she currently works as senior lecturer.

Panayiota J. Alevizou is a lecturer in marketing in the University of Sheffield and an experienced marketing practitioner. She has used focus groups as a main research method for most of her publications.  As a practitioner Panayiota organised and moderated focus groups for many years and in different European cities for consultancy projects. Panayiota leads an on-going project, utilising focus groups, which evaluates on-pack sustainability claims for companies. She is an affiliated member of the Chartered Institute of Marketing and a member of the Centre for Research in Marketing and Society based in the Management School.

Summary

This concise and practical guide explores the use of focus groups as a method for conducting research in a business and management Masters dissertation.

Product details

• Authors: Panayiota J Alevizou, Panayiota J. Alevizou, Panayiota J. J. Alevizou, Caroline J Oates, Caroline J. Oates, Caroline J. Alevizou Oates, Caroline J. J. Oates, Caroline J. J. Alevizou Oates
• Publisher: Sage Publications Ltd
• Languages: English
• Product format: Paperback / Softback
• Released: 31.12.2017
• EAN: 9781473948228
• ISBN: 978-1-4739-4822-8
• No. of pages: 104
• Series: Mastering Business Research Methods; Mastering Business Research Me; Mastering Business Research Methods; Mastering Business Research Me
• Subjects: Natural sciences, medicine, IT, technology > Natural sciences (general); Social sciences, law, business > Social sciences (general); SOCIAL SCIENCE / Research, Business studies: general, Social research and statistics, Research methods: general, For higher / tertiary / university education, Textbook, coursework