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Focus Groups as Qualitative Research

Focus Groups asQualitative ResearchPLANNING AND RESEARCHDESIGN FOR Focus GROUPSC ontributors: David L. MorganPrint Pub. Date: 1997 Online Pub. Date:Print ISBN: 9780761903437 Online ISBN: 9781412984287 DOI: pages: 32-46 This PDF has been generated from SAGE Research methods . Please note that thepagination of the online version will vary from the pagination of the print 2013 SAGE Research MethodsPage 2 of 18 Focus Groups as Qualitative Research : PLANNINGAND Research DESIGN FOR Focus AND Research DESIGNFOR Focus GROUPSThis chapter addresses the planning that must be done prior to doing Focus it and the next chapter on how to conduct and analyze Focus Groups will havemore emphasis on technical procedures. Such practicalities are an important aspectof any Research technique, and Focus Groups do not differ greatly from other qualitativemethods of data collection in this regard.

where focus groups depart most from standard practices in other qualitative methods. The fact that they are group interviews is the source of most of these planning needs. In particular, the need to bring together several participants requires attention to who the participants are and how the researcher will interact with them as a group. Once

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  Methods, Group, Interview, Focus, Group interviews

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