Keywords
Citation
Edmunds, H. (1999), "The Focus Group Research Handbook", The Bottom Line, Vol. 12 No. 3, pp. 46-46. https://doi.org/10.1108/bl.1999.12.3.46.1
Publisher
:Emerald Group Publishing Limited
A subject of growing interest for librarians is evaluation. Focus groups are one way to do qualitative evaluation. This book is designed to assist two groups ‐‐ first of all, the layperson who wants to know enough about focus groups to be able to intelligently contract with a professional marketing research group and the second, the person who has little experience and needs guidelines for conducting a focus group. This book is easy to understand and gives sound advice.
The first chapter explains focus groups ‐‐ what they can accomplish, the general design, the pros and cons and variations on the standard focus group such as an Internet focus group. The second chapter discusses the screener questionnaire with sample questionnaires. This is the way to identify focus group participants that meet the established criteria. Chapter three discusses the facility to be used for the focus group and such issues as audiotaping and videotaping.
The role of the moderator is discussed in chapter four. All aspects of this important role are covered including how to introduce the participants to the focus group, how to conduct the focus group, skills required and techniques that can be used.
Evaluating the focus group is discussed in chapter five. This includes how to write the report and tools for analysis such as audio or videotapes and transcripts. Other focus group situations are discussed in chapter seven such as how to do focus groups with children and teens, focus groups with senior citizens and focus groups with participants from other cultures. Finally there are chapters on whether to do it yourself and on the ethics involved in focus group implementation.
Three appendices offer concrete examples of focus group screener questionnaires, focus group discussion guides and executive summary reports. An excellent introduction well sets the stage for the work.