Books > Reference & Interdisciplinary > Communication studies > Research methods
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Focus Groups for the Social Science Researcher (Hardcover)
Loot Price: R1,747
Discovery Miles 17 470
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Focus Groups for the Social Science Researcher (Hardcover)
Series: Methods for Social Inquiry
Expected to ship within 12 - 17 working days
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What is a focus group? Why do we use them? When should we use them?
When should we not? Focus Groups for the Social Science Researcher
provides a step-by-step guide to undertaking focus groups, whether
as a stand-alone method or alongside other qualitative or
quantitative methods. It recognizes the challenges that focus
groups encounter and provides tips to address them. The book
highlights three unique, inter-related characteristics of focus
groups. First, they are inherently social in form. Second, the data
emerge organically through conversation; they are emic in nature.
Finally, focus groups generate data at three levels of analysis:
the individual, group, and interactive level. The book builds from
these three characteristics to explain when focus groups can
usefully be employed in different research designs. This is an
essential text for students and researchers looking for a concise
and accessible introduction to this important approach to data
collection.
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