Focus Groups as Qualitative Research (Qualitative Research Methods)

Rating:
Summary: Instructive and Helpful
Review: Data collected from focus groups provide information that would otherwise be unknown. The author defines focus group sessions as "basically group interviews" (p. 9). He adds "The fundamental data that focus groups produce are transcripts of the group discussion" (p. 10). What a researcher finds in focus groups is interaction among the members that is not found in other forms of research. The first chapter covers the history of its use.
Four aspects of group discussion are discussed:
1. The observer is advised to pay close attention to the difference between what participants find interesting and what they find important.
2. Note differences in perspectives as revealed through how questions are asked and answered.
3. Observe areas of agreement and disagreement.
4. Be aware that attempts to build consensus are found in group dynamics within focus groups.
In general this book provides the basics of introducing researchers to the expectations of using focus group for data collection and interpretation.

Rating:
Summary: Instructive and Helpful
Review: Data collected from focus groups provide information that would otherwise be unknown. The author defines focus group sessions as "basically group interviews" (p. 9). He adds "The fundamental data that focus groups produce are transcripts of the group discussion" (p. 10). What a researcher finds in focus groups is interaction among the members that is not found in other forms of research. The first chapter covers the history of its use.
Four aspects of group discussion are discussed:
1. The observer is advised to pay close attention to the difference between what participants find interesting and what they find important.
2. Note differences in perspectives as revealed through how questions are asked and answered.
3. Observe areas of agreement and disagreement.
4. Be aware that attempts to build consensus are found in group dynamics within focus groups.
In general this book provides the basics of introducing researchers to the expectations of using focus group for data collection and interpretation.

Rating:
Summary: Solid Start in Understanding the Use of Focus Groups
Review: 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

Rating:
Summary: Great
Review: 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

Rating:
Summary: Great
Review: 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.