Focus Groups As Qualitative Research Av David L. Morgan

<p>From the First Edition: </p><p>"Continues the high quality of previously published volumes in the Sage series on qualitative research methods. . . . Useful and instructive. . . . David L. Morgan deals with a number of practical issues concerning the conduct of focus groups, such as the degree of moderator involvement and group size. . . . Provides ample illustrations . . . and thought-provoking advice for researchers and students."</p><p>--Contemporary Sociology </p><p>"David L. Morgan''s book is unique among current offerings on focus groups because it is directed at academic users of focus groups rather than practitioners. His account is also unique in its critical attitude toward contemporary market research applications of focus groups. . . . The book succeeds best at providing fuel for scholarly debates about what group interviews can and cannot contribute to research."</p><p>--Journal of Marketing Research</p><p>"Provides the reader with a very clear and practical overview of

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