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9780761912491 Academic Inspection Copy

Advanced Focus Group Research

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Advanced Focus Group Research examines the focus group research process in depth developing advanced concepts and topics. Edward Fern offers cross-disciplinary insight into how to use focus groups for diverse research tasks. He: uncovers and addresses many of the complexities researchers encounter in conducting focus group research; introduces a conceptual framework that helps researchers make informed decisions about how to plan a focus group research project; gives numerous examples of what researchers should and should not do in designing their own research projects; critically examines the limits of focus groups; suggests how to use focus groups for nontraditional research tasks; challenges researchers to develop specific methods for specific research purposes rather than relying on traditional generic focus group methods; provides a detailed discussion of the types of information that should be reported in scholarly research to be published in academic journals; The book is broad and international in scope - the author discusses the use of focus groups in, for example: AIDS research in Africa, family planning in Mexico, and market segmentation in India. Advanced Focus Group Research was specifically written for readers with a grounding in focus group research.
A faculty member of Virginia Tech since 1981, Fern made significant contributions in research on focus group methods in marketing research, professional selling, and channels of distribution. His books and other academic publications number more than 30. He provided numerous services to the profession and the business community, serving as a reviewer for journals and participating in academic and business conferences. He has been recognized with the Pamplin College of Business Ph.D. Teaching Excellence Award. Fern received his bachelor's degree, M.B.A., and Ph.D. from Ohio State University.
Introduction and Conceptual Framework Group Composition, Individual Charecteristics, and Cohesion The Research Setting The Focus Group Moderator Factors That Affect the Focus Group Discussion Process Methodological Issues in Focus Group Research Representativeness, Independence, Degrees of Freedom, and Theory Confirmation Exploratory Tasks Experiential Tasks Clinical Tasks Planning and Reporting Future Focus Group Research
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