Focus Group Practice

Written by two experienced authors, this book is a useful addition to the literature addressing focus group practice. It relates specifically to managing the interaction which occurs within a focus group by examining conversation and discourse. Focus Group Practice does not aim to address issues of administration and planning of focus groups, as the authors feel that this has been adequately dealt with in other texts — although they do provide a brief overview of the history behind focus group practice.

The book is written in an accessible, non-technical style and is aimed at those involved in focus-group market research and social science research. Topics covered include: creating an informal environment, organising groups to encourage participation and facilitating participants to give their honest and open opinions.

The main text is complemented well by the use of extracts and transcriptions of ‘real life’ focus groups. The content is accessible through the use of large text boxes throughout, highlighting the most important issues. Summary points are included at the end of each chapter along with useful suggestions for practice. The authors provide links throughout to key texts and useful information for readers on where to access further information on focus group research.

Despite the emphasis on market research, I would recommend this book for anyone interested in this particular research approach as it demonstrates comprehensively the moderator's role and


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