1988
DOI: 10.1108/eb045757
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Conducting Focus Groups — A Guide for First‐time Users

Abstract: It is contended that the theory and practice of qualitative research is an integral part of a comprehensive marketing course. Both postgraduate and undergraduate students of marketing may be expected to be familiar with, and have experience of, qualitative techniques. Focus groups are arguably the most frequently employed qualitative technique, and as such are used as a starting point for the study of qualitative research. Their accepted advantages of speed, flexibility and economy, together with the rich data… Show more

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Cited by 45 publications
(14 citation statements)
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“…To encourage participants to speak freely the FGDs were conducted in neutral settings: empty primary school classrooms and community centre conference rooms. The FGD sessions lasted between 90 and 120 min [42]. The same trained female interviewer carried out both the IDIs and FGDs.…”
Section: Methodsmentioning
confidence: 99%
“…To encourage participants to speak freely the FGDs were conducted in neutral settings: empty primary school classrooms and community centre conference rooms. The FGD sessions lasted between 90 and 120 min [42]. The same trained female interviewer carried out both the IDIs and FGDs.…”
Section: Methodsmentioning
confidence: 99%
“…Following the considerations from Tynan and Drayto (1988) [34], Merton (1990) [35], and Krueger [36], two groups of nine components were made up, so that they could both guarantee the participation of all their components and assure a diversity of perspectives: FG (1) Corporate diplomacy researchers and promoters, who provided theoretical and practical perspectives; and FG (2) Corporate diplomacy executive actors, who provided perspectives from high MNCs and state-diplomacy representatives. The respondents were contacted directly, by phone or e-mail.…”
Section: Methodsmentioning
confidence: 99%
“…Two focus group sessions took place with five participants from the sand fly biting study in each group (total n=10). The participant numbers were compatible with accepted methodology for focus groups 67,68 . The focus groups were recorded using digital audio with consent and each session lasted approximately 3 hours.…”
Section: Focus Groupsmentioning
confidence: 99%