This concise and practical guide explores the use of focus groups as a method for conducting research in a business and management Masters dissertation.
This concise and practical guide explores the use of focus groups as a method for conducting research in a business and management Masters dissertation.
Caroline J. Oates has been researching and teaching qualitative methods in the marketing field for many years. Her first publication on research methods was a chapter on the use of focus groups, in Research Training for Social Scientists, A Handbook for Postgraduate Researchers, published by Sage. Since then, her numerous publications in marketing have drawn upon a range of qualitative methods including focus groups with both adults and children. Caroline is a full member of the Chartered Institute of Marketing, and the Academy of Marketing, where she set up the Special Interest Group in Sustainability Marketing. Caroline was the founder of the Centre for Research in Marketing and Society, located in the University of Sheffield Management School, where she currently works as senior lecturer.
Inhaltsangabe
Chapter 1. Introduction Chapter 2. Understanding Focus Groups Chapter 3. Basic Components of Focus Groups Chapter 4. Conducting Focus Groups Chapter 5. Examples of Focus Groups Chapter 6. Conclusions
Chapter 1. Introduction Chapter 2. Understanding Focus Groups Chapter 3. Basic Components of Focus Groups Chapter 4. Conducting Focus Groups Chapter 5. Examples of Focus Groups Chapter 6. Conclusions
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