Basic and Advanced Focus Groups

Basic and Advanced Focus Groups by David Morgan gives readers a comprehensive picture of focus groups with coverage of both the “how-to” and the why of focus groups from research questions to analysis and beyond. In giving students a variety of approaches for doing research with focus groups, Basic and Advanced Focus Groups gives students the tools to develop and examine their research designs, starting with the basics. Advanced topics allow students to take an in-depth look at topics that may be crucial to their research, such as moderating focus groups, using mixed methods, and working with different sizes of groups. By taking a practical, applied approach, the author gives even novice students the knowledge and confidence to design and conduct focus group research while simultaneously providing more advanced researchers with the tools and knowledge to refine their current practices.