Focus Groups as Qualitative Research / David L. Morgan

This book was suggested by my advisor for reference while finishing my dissertation. The book was well-written, easy to understand, and very through. It covered both the nuances of focus groups and the applications of focus groups, so it would be an appropriate read regardless of your specific need in conducting a focus group (e.g., marketing, research, etc.)It is highly recommended for anyone planning a focus group. In my opinion, it gives practical information that is beneficial to have prior to conducting a focus group rather than finding out about glitches after the fact--potential time and money saver.

This was the most helpful book I read on focus groups and helped me survive my dissertation. It is short and to the point and easy to understand if you don't have a lot of qualitative research experience. It is well organized and leads you through the entire process of focus groups, highlighting choices I never even though from an objective point of view, instead of only advocating one side. I liked that he presents reasons for an against each method or decision and allows you to make the choice about what is going to be best for your project. I wish it had a little more about the details of analyzing the data though. It seems more focused on the how tos of and decisions about actually conducting focus groups and less on analyzing the data. A great, short practical resource for the how tos though!

Succint, accurate and practical. Great help for those entering the world of group interviews.

This is in reference to the Second Edition because I had read some bad reviews about the Third Edition. It's clear and to the point. Information in other Focus Group books are covered, but without all the fluff.

Essential to the study of marketing research, "Focus Groups As Qualitative Research" by David Morgan succinctly presents a classroom quality look at a much misunderstood aspect of needs and wants analyses.Each chapter is segmented topically, making this academic essay organized in such a way to be appreciated by the marketing or communications student.Intended for the collegiate level and above, Morgan presumes a basic knowledge of market research principles and goals. Here, he justifies the credibility of focus groups, and steers the reader away from seeing them as superficial, unscientific examinations and guesswork.While it has an academic journal tone to it, it is readable. It has a hefty bibliography at the end, with 50-60 works cited.I fully recommend "Focus Groups As Qualitative Research " by David L. Morgan.Anthony Trendl