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Focus groups: Theory and practice

Focus groups: Theory and practice Focus Groups: Theory and Practice, by David Stewart and Prem N. Shamdasani, is a concise, useful and complete primer on the subject of focus-group development. In today’s information-hungry research environment, where relatively small information gains may result in a competitive advantage, focus-group research is widely practiced. Stewart and Shamdasani give a generous overview of focus-group utilization and application. Their book begins where it should — it explains the beginning of focus-group use, and traces its history as a research tool. The book will serve the needs of academicians and practitioners who use focus-group studies as an adjunct to their research efforts. The introduction, which traces the historical use of focus groups, contains information that researchers often do not obtain when learning research methods. Indeed, much research instruction contains ample methodology coverage, but seldom touches on the historical progression and uses of such methods. The birth of formal focus-group – type research, as described in the book, sets the stage for the material that follows. Later chapters cover group dynamics, recruiting participants, responsibilities of moderators, hints on conducting a successful group effort, and analysis of the data obtained. A chapter on focus groups in practice, detailing what is likely http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Psychology & Marketing Wiley

Focus groups: Theory and practice

Cohen, Ronald Jay
Psychology & Marketing , Volume 16 (4) – Jul 1, 1999
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Publisher
Wiley
Copyright
Copyright © 1999 John Wiley & Sons, Inc.
ISSN
0742-6046
eISSN
1520-6793
DOI
10.1002/(SICI)1520-6793(199907)16:4<369::AID-MAR6>3.0.CO;2-0
Publisher site
See Article on Publisher Site

Abstract

Focus Groups: Theory and Practice, by David Stewart and Prem N. Shamdasani, is a concise, useful and complete primer on the subject of focus-group development. In today’s information-hungry research environment, where relatively small information gains may result in a competitive advantage, focus-group research is widely practiced. Stewart and Shamdasani give a generous overview of focus-group utilization and application. Their book begins where it should — it explains the beginning of focus-group use, and traces its history as a research tool. The book will serve the needs of academicians and practitioners who use focus-group studies as an adjunct to their research efforts. The introduction, which traces the historical use of focus groups, contains information that researchers often do not obtain when learning research methods. Indeed, much research instruction contains ample methodology coverage, but seldom touches on the historical progression and uses of such methods. The birth of formal focus-group – type research, as described in the book, sets the stage for the material that follows. Later chapters cover group dynamics, recruiting participants, responsibilities of moderators, hints on conducting a successful group effort, and analysis of the data obtained. A chapter on focus groups in practice, detailing what is likely

Journal

Psychology & Marketing – Wiley

Published: Jul 1, 1999

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