This updated edition of Krueger and Casey's bestselling,
practical book walks readers step-by-step through the "how tos" of
conducting focus group research. Using an engaging, straightforward
writing style, the authors draw on their more than 50 years of
hands-on experience in the field to cut through theory and offer
practical guidance on every facet of the focus process, including
tips for avoiding problems and pitfalls. The Fifth Edition reflects
the most recent research and technological innovations and includes
new coverage on planning with analysis in mind; creating
conversational questions that have the potential for producing
unique and valuable insights; developing questions that get answers
with little or no talking; the art of hosting a focus group; common
sense thinking about reporting; more efficient strategies for
planning the study; and emerging areas of focus group research,
such as conducting cross-cultural, international, and Internet
(asynchronous) focus groups.
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