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Book Description
 
This updated edition of Focus Groups: A Practical Guide for Applied Research walks readers step
by step through the "how-tos" of conducting focus group research. Using an engaging,
straightforward writing style, authors Richard A. Krueger and Mary Anne Casey draw on their
many years of hands-on experience in the field to cut through theory and offer practical guidance
on every facet of the focus group process, including tips for avoiding problems and pitfalls. The
Fifth Edition is updated with the latest research and technological innovations and includes new
coverage on planning with analysis in mind; creating conversational questions that have the
potential for producing unique and valuable insights; the art of hosting a focus group; common
sense thinking about reporting; more efficient strategies for planning the study; and emerging
areas of focus group research, such as conducting cross-cultural, international, and Internet focus
groups. "Krueger and Casey's book does a magnificent job of incorporating both theoretical and
practical approaches to the study of focus groups. It is the only hands-on book which explores the
process of focus group research." ? --Theresa Carilli, Purdue University Calumet
 
 
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