Focus Groups - A Practical Guide for Applied Research (Spiralé)

Learn to plan and conduct effective focus groups with this bestselling guide. This practical book walks you step by step through the "how-tos" of conducting focus group research. Using an engaging writing style, the authors draw on their many years of hands-on experience in the field to cut through theory and offer practical guidance on every facet of the focus group process. Reflecting the most recent research and technological innovations, the new edition covers a wide variety of practical topics, including planning with analysis in mind ; creating conversational questions that have the potential for producing unique and valuable insights ; the art of hosting a focus group ; and emerging areas of focus group research, such as conducting cross-cultural, international, and Internet focus groups.