The Fourth Edition of the bestselling Focus Groups: A Practical Guide for Applied Research offers an easy-to-ready overview of sound focus group practices.
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Authors Richard A. Krueger & Mary Anne Casey describe how one can set up and conduct quality and effective focus group interviews. The process depicted is unbiased, non-judgmental and is respectful of all views. It is a deliberate and systematic way of listening that is helpful to public and private organizations as they listen to stakeholders, customers, and employees.
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This book cuts through the theory and gives hand-on advice to those who are seeking to actually conduct a focus group. It is most helpful for conducting focus groups for research or evaluation with public, non-profit, educational, health, human service, and religious organizations.
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Key Features
- Offers the latest on telephone and Internet focus groups
- Provides suggested focus group questions that help students construct quality questions that engage participants and produce dependable and valid results.
- Gives solid information on organizational focus groups
- Presents ways on how to recruit participants to the focus group
- Contains a number of practical tips that actually work. It is written for the person who has to plan, recruit, develop questions, moderate, analyze and report the results.
- Incorporates icons throughout the book that offer tips, examples, additional resources and others bits of practical information.
Intended Audience
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This book is appropriate for a variety of research methods and evaluation courses in departments such as education, sociology, political science, journalism, business & marketing, public administration, and public health.
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