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Basic and Advanced Focus Groups
Basic and Advanced Focus Groups illustrates both the different types of focus groups and how to decide among those options in order to produce the most effective focus groups possible. A variety of approaches to doing research with focus groups gives readers the tools to develop and examine their research designs, starting with the basics. Advanced coverage in each chapter takes an in-depth look at topics such as moderating focus groups, using mixed methods, and working with different sizes of groups. By taking a practical, applied approach, the author gives even novice students the knowledge and confidence to design and conduct effective focus group research, while simultaneously providing more advanced researchers with the tools and knowledge to refine their current practices.

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About the Author
Chapter 1. Introducing Focus Groups
Basic Issues

Advanced Topics

Chapter 2. Uses for Focus Groups
Basic Issues

Advanced Topics

Chapter 3. The Importance of Interaction
Basic Issues

Advanced Topics

Chapter 4. Research Design for Focus Groups
Basic Issues

Advanced Topics

Chapter 5. Group Composition, Group Size, and Number of Groups
Basic Issues

Advanced Topics

Chapter 6. Asking Questions in Focus Groups
Basic Issues

Advanced Topics

Chapter 7. Moderating the Discussion
Basic Issues

Advanced Topics

Chapter 8. Analyzing Focus Groups
Basic Issues

Advanced Topics

Chapter 9. Working Cross-Culturally
Basic Issues

Chapter 10. Specialized Age Groups
Basic Issues

Chapter 11. Online Focus Groups
Basic Issues

Chapter 12. Conclusions: Future Directions for Focus Groups
Basic Issues

Appendix 1
Statement of Informed Consent

Appendix 2
Generic Focus Group Introduction

Appendix 3
Three Examples of Interview Guides

Appendix 4
Experiences as Graduate Students


“This is great tool for their students or themselves if they want to use focus groups as a research approach. There is a lot of value for the price of this text.”

Kyle M. Woosnam
Texas A&M University

“This introductory text provides students with a solid understanding of principles, methods, and contributions of focus group methodology. It provides good coverage of the topic and essential components for consideration in using focus groups. Morgan is among the most well-known experts on focus group research; this current volume reflects how his insight and own research have evolved over the years to show how the field has changed.”

Christina Harnett
Counseling and Human Development, Johns Hopkins University

“This book provides accessible, practical information that is targeted toward an audience unfamiliar with the logistics of conducting focus groups.”

Sally O. Hastings
University of Central Florida

“The chapters contain enough depth for the text to serve as a one-stop shop for designing and using a focus group methodology.”

Michael A. Guerra
Lincoln University

“Overall, the book is written in a language that is easy to understand (despite the topics the book is covering) for undergraduate students who may not be interested in research methods and have taken it as a required course in their curriculum.”

Kenneth C. Yang
The University of Texas At El Paso

“I was pleasantly surprised at how useful the appendices are. Each of them provides information that will help a researcher. Including transcribed text is good because new researchers may not have been exposed to this type of data. In addition, the interview guides are useful tools and can be used in other forms of research as well.”

Patricia A. Poteat
Rochester Institute of Technology
Key features


  • A bi-level approach to the material makes the book useful to both beginning and more advanced readers. All of the advanced topics are written in a way that makes them optional so novices just looking for an introduction to the basic aspects of focus groups can skip over the more advanced material without missing anything that will affect their ability to comprehend the rest of the book.
  • An accessible writing style makes it easy for the reader to absorb both introductory and more advanced material.

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