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Advanced Focus Group Research
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Advanced Focus Group Research

  • Edward F. Fern - Virginia Polytechnic Institute and State University, USA
June 2001 | 264 pages | SAGE Publications, Inc
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Specifically written for researchers and students with a fundamental knowledge of focus group research, the book gives numerous examples of what researchers should and should not do in designing their own research projects. In addition, it critically examines the limits of focus groups and suggests how to use focus groups for nontraditional research tasks.
 
Introduction and Conceptual Framework
 
Group Composition, Individual Charecteristics, and Cohesion
 
The Research Setting
 
The Focus Group Moderator
 
Factors That Affect the Focus Group Discussion Process
 
Methodological Issues in Focus Group Research
Representativeness, Independence, Degrees of Freedom, and Theory Confirmation

 
 
Exploratory Tasks
 
Experiential Tasks
 
Clinical Tasks
 
Planning and Reporting Future Focus Group Research

Edward F. Fern

A faculty member of Virginia Tech since 1981, Fern made significant contributions in research on focus group methods in marketing research, professional selling, and channels of distribution. His books and other academic publications number more than 30. He provided numerous services to the profession and the business community, serving as a reviewer for journals and participating in academic and business conferences. He has been recognized with the Pamplin College of Business Ph.D. Teaching Excellence Award. Fern received his bachelor’s degree, M.B.A., and Ph.D. from Ohio State University. More About Author

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ISBN: 9780761912484
$179.00

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