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Focus Groups
David W. Stewart
Prem N. Shamdasani
Dennis W. Rook
其他書名
Theory and Practice
出版
SAGE
, 2007
主題
Business & Economics / Marketing / Research
Reference / Research
Social Science / Methodology
Social Science / Research
Social Science / Sociology / General
ISBN
076192583X
9780761925835
URL
http://books.google.com.hk/books?id=Rb9KlLtpGe8C&hl=&source=gbs_api
EBook
SAMPLE
註釋
Group interviews are among the most common methods of research in the social sciences. This book provides a systematic treatment of the design, conduct, and interpretation of focus group discussions within the context of social science research and theory. The book examines every facet of focus group research, from selection and recruitment of group participants, to the selection of a moderator, to conduct of the interviews, through the analysis of focus group data. Also included are discussions on designing the interview guide, the importance and influence of group composition, the art of conducting the focus group, and the characteristics of effective moderators.