There is an increasing divergence of focus group practice between social researchers and commercial market researchers. This book addresses the key issues and practical requirements of the social researcher, namely: the kinds of social research issues for which focus groups are most and least suitable; optimum group size and composition; and the designing of focusing exercises, facilitation and…
Contributing authors offer a variety of answers, addressing the purpose and methods of research and analysing concepts, including the relationship of theory and evidence, the changing formulation of neopositivism, and the importance of medicine to social science.
This is the first volume that covers the use of qualitative research methods in mass media research. Theoretical insights are incorporated from discourse analysis, ethnography and reception theory.