Advanced Focus Group Research - Edward F. Fern

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Advanced Focus Group Research

By: Edward F. Fern

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Hardcover | 26 June 2001

At a Glance

Hardcover
264 Pages

Dimensions(cm)
22.86 x 15.24 x 1.6

Hardcover

$349.80

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Advanced Focus Group Research examines the focus group research process in depth developing advanced concepts and topics. Edward Fern offers cross-disciplinary insight into how to use focus groups for diverse research tasks. He: uncovers and addresses many of the complexities researchers encounter in conducting focus group research; introduces a conceptual framework that helps researchers make informed decisions about how to plan a focus group research project; gives numerous examples of what researchers should and should not do in designing their own research projects; critically examines the limits of focus groups; suggests how to use focus groups for nontraditional research tasks; challenges researchers to develop specific methods for specific research purposes rather than relying on traditional generic focus group methods; provides a detailed discussion of the types of information that should be reported in scholarly research to be published in academic journals; The book is broad and international in scope - the author discusses the use of focus groups in, for example: AIDS research in Africa, family planning in Mexico, and market segmentation in India. Advanced Focus Group Research was specifically written for readers with a grounding in focus group research.

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