Focus Groups: A Practical Guide for Applied Research / Edition 3

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"Focus Groups. . . is the essential guide on the subject, providing an easy to read, step by step approach to planning and conducting successful focus groups." --PPA News "The book meets its purpose very nicely. The writing is clear, with an absence of technical or academic jargon. . . . The chapters are well organized. . . . A variety of important areas are covered. . . . The text is peppered with particular examples and stories, some humorous, that help the reader understand the material in a real-life context. . . . its perspective is practical and balanced. . . . the strength in this work is the careful presentation of what focus groups can and cannot provide as part of the arsenal of evaluation techniques. . . . The book is well edited. . . . Administrators, managers, and other professionals in information organizations of all types should find this book a worthwhile purchase. Public and academic libraries should find this an excellent selection for their patrons as well as for internal use." --Richard Rubin in Library and Information Science Research "Although the target audience is the public and nonprofit sector, less experienced practitioners will find this book helpful." --Teresa B. Jovanovic in Journal of Product Innovation Management "Richard A. Krueger has managed to address almost every issue and problem the potential researcher is likely to encounter. The book is packed with sound advice and detailed approaches, making this method a success. . . . If you are even thinking about doing any kind of group interview, this is the place to start." --Nursing Times The highly acclaimed first edition of Richard A. Krueger's Focus Groups has become the standardintroduction to this widely used technique. Retaining its focus on applied research and its step-by-step approach to planning and conducting a successful focus group, this new edition has been expanded to offer broader coverage on analyzing focus group results and exploring various collaborative approaches. It also includes additional material on questioning strategies, moderator roles, selecting participants, and accounting for cultural diversity within a focus group. Replete with common sense suggestions and concise descriptions on the technical aspects of focus groups, this new edition is the ideal text for introducing this method to students.

Planning a focus grp/particpants/moder- ating skills/reporting grp results/special audiences/etc.

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Editorial Reviews

Judith Berkowitz

"Richard Krueger and Mary Anne Casey have prepared a detailed, step-by-step roadmap of how to design, prepare for, implement, analyze, and report on focus groups. They give detailed discussions of issues to consider, tips, and warnings to help prepare for the expected and unexpected. The book informs the novice focus group user and provides insight for the seasoned focus group practitioner."

Nursing Times

"This book is packed with sound advice and detailed approaches, making this method a success. . . If you are even thinking about doing any kind of group interview, this is the place to start."

From Preface - Richard A. Krueger & Mary Anne Casey

"We want people to listen to us. . . . Focus group interviewing is about listening. It is about paying attention. . . . being nonjudgmental. . . . When used appropriately, the process improves listening and the results can be used to benefit people who shared the information. And people go away feeling good about having been heard."

This revised edition provides a step-by-step approach to planning and conducting successful focus groups. Includes suggestions for analyzing the data generated by such groups. Annotation c. Book News, Inc., Portland, OR (
Adoption Reply Card - Jay Rayburn
"The best 'How To' focus groups book on the market."
The Canadian Journal of Program Evaluation - Robert G. Brunger
"The appearance of this timely new edition is likely to prove useful to a wide spectrum of potential users, including educators and students as well as researchers, planners, and evaluators in diverse fields of governmental operations, healthcare administration, education, and nonprofit organization management. Krueger and Casey have successfully provided users across many fields with exactly what the title describes: a practical guide for applied research."
Theresa Carilli

“Krueger and Casey’s book does a magnificent job of incorporating both theoretical and practical approaches to the study of focus groups. It is the only hands-on book which explores the process of focus group research.”

Aditya Simha
"An excellent 'focused' book on focus groups – anyone who reads this book can pretty much kickstart their own focus group research."
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Product Details

  • ISBN-13: 9780761920700
  • Publisher: SAGE Publications
  • Publication date: 4/1/2000
  • Edition description: Third Edition
  • Edition number: 3
  • Pages: 320
  • Product dimensions: 10.00 (w) x 7.00 (h) x 0.63 (d)

Meet the Author

Richard Krueger is professor emeritus at the University of Minnesota. He is an internationally recognized authority on the use of focus group interviewing within the public environment. For 25 years he served as evaluation leader for the University of Minnesota Extension Service followed by 10 years teaching graduate courses in program evaluation and research methodology. He is a former president of the American Evaluation Association and a member of the Qualitative Research Consultants Association. He holds a Ph.D. from the University of Minnesota. In his spare time he repairs his motorcycle, swaps stories with friends, and shops for tools at the local hardware store. Maybe you’ve seen him there.

Mary Anne Casey is an evaluator, writer, and teacher. She has been an evaluation consultant at the international, national, state, and local levels on topics relating to health, public policy, community development, agriculture, and the environment. Mary Anne has had the privilege of asking questions and listening, and the challenge of providing useful, enlightening results to clients. She relishes analysis and finding just the right way to convey what people have shared. She weaves the lessons she has learned into her work, her writing on focus group interviewing, and her teaching at the University of Minnesota, University of South Florida, and University of Michigan. Mary Anne previously worked for the W.K. Kellogg Foundation and the state of Minnesota. She received her PhD from the University of Minnesota. She gets her best insights while in the shower or on long walks.

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Table of Contents

Ch. 1 Overview of Focus Groups 1

Ch. 2 Planning the Focus Group Study 17

Ch. 3 Developing a Questioning Route 35

Ch. 4 Participants in a Focus Group 63

Ch. 5 Moderating Skills 85

Ch. 6 Analyzing Focus Group Results 113

Ch. 7 Reporting 133

Ch. 8 Styles of Focus Group Research 143

Ch. 9 Focus Group Interviewing With Young People 155

Ch. 10 International and Cross-Cultural Focus Groups Interviewing 163

Ch. 11 Telephone and Internet Focus Group Interviewing 173

Ch. 12 Focus Group Interviewing Within the Organization 185

Ch. 13 Modifications of Focus Groups 191

Ch. 14 Answering Questions About the Quality of Focus Group Research 197

References 207

Author Index 209

Subject Index 211

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