The Focus Group Kit: Volumes 1-6

by David L. Morgan, Richard A. Krueger

You have just been asked to run a focus group, but you don′t know where to start. How do you get the right mix of people together? How many people should be in your group? What kind of questions should you ask? How do you phrase them? What do you do with the information you′ve gathered? How do you put it all together in one cohesive report? These are but a few of the issues that are covered in The Focus Group Kit . The kit provides you with all you′ll need to know to run a successful focus group, from the initial planning stages to asking questions, from moderating to the final analyzing and reporting of your research.

692 pages, Paperback

First published September 23, 1997

Reviews

[Allie · Rating 4 out of 5]

It gives a very good overview of most topics relevant to someone looking to run some focus groups. Some of the advice about collecting and analyzing data is quite out of date though (e.g. cassette recorders, computer analysis). I wish it would have contained more examples specific to getting feedback on products.

[Kim · Rating 5 out of 5]

Incredibly helpful.

[Jen · Rating 5 out of 5]

I wish this was on our reading list in grad school because it covers everything about focus groups. I would not have sifted through thousands of websites for conducting focus group discussions.