Group interviews are among the most common methods of research in the social sciences. Focus Groups: Theory and Practice, Second Edition provides a systematic treatment of the design, conduct, and interpretation of focus group discussions within the context of social science research and theory. The book examines every facet of focus group research, from selection and recruitment of group participants, to the selection of a moderator, to conduct of the interviews, through the analysis of focus group data. Also included are discussions on designing the interview guide, the importance and influence of group composition, the art of conducting the focus group, and the characteristics of effective moderators. The book is intended as a useful guide for research practitioners and as a supplementary text for research courses in psychology, sociology, political science, organization studies, marketing, public health, communications, education and social work. Key Features: coverage of the use of new technologies in focus group research new focus on global research instructional aids such as a chapter summary, review questions and practical skill-building exercises in each chapter a new chapter that provides a historical perspective on the development of focus groups including their roots in early group therapy research new, updated examples of the uses of focus groups a discussion of the use of information technology for conducing groups on-line and by video-conference new methods for the analysis of focus group data

Table of Contents:
Preface to First Edition Preface to Second Edition 1. Introduction: Focus Group History, History, Theory and Practice Border Crossing: The Behavioral Science Origins of Focus Groups Focus Group Theory Purpose of the Book Plan of the Book Conclusion Review Questions 2. Group Dynamics and Focus Group Research Influences of Intrapersonal Factors and Individual Differences Interpersonal Influences Environmental Influences Conclusion Review Questions 3. Focus Groups and the Research Toolbox Focus Group Basics: Structure, Process, and Data Uses of Focus Groups: Applications, Advantages, and Limitations Steps in the Design and Use of Focus Groups Conclusion Review Questions 4. Recruiting Focus Group Participant and Designing the Interview Guide Establishing the Research Agenda Recruiting Participants Developing the Interview Guide Issues and Trends for the Future Coclusion Review Questions 5. The Focus Group Moderator Leadership and Group Dynamics Interviewing Styles and Tactics Moderator Selection Moderator Preparation Moderator Bias in Focus Group Interviews Conclusion Review Questions 6. Conducting the Focus Group The Physical Arrangement of the Group Interviewing Style Discussion Aids Intimacy Observers and Rcordings Beginning the Interview Ensuring Participation Time Management Probing Problems Special Issues Conclusion Review Questions 7. Analyzing Focus Group Data How Much Analysis? Transcribing the Interview Qualitative Analytic Approaches Quantitative Analysis Computer-Assisted Content Analysis Conclusion Review Questions 8. Focus Group in Practice Bush, Kerry, and Focus Groups Television Ads the Public Will Never See Impulsive Consumers, Shoplifters, and Focus Groups A Representative Focus Group Report: Buying a New Car New Car Purchasing Experiences: A Sample Report Conclusion Review Questions 9. Other Group Methods The Nominal Group Technique The Delphi Technique Brainstorming and Synectics Leaderless Discussion Groups Conclusion Review Questions 10. Conclusion References Index About the Authors