Focus Groups

Theory and Practice
Fourth Auflage 2027
ISBN: 978-3-032-36488-3
Verlag: Palgrave Macmillan

Buch, Englisch, Format (B × H): 148 mm x 210 mm

Reihe: Advancing Methods for Interdisciplinarity in the Social Sciences

The ground-breaking fourth edition of Stewart and Shamdasani’s highly acclaimed and widely cited guide to focus group research has arrived—fully updated for today’s digital research landscape.

This essential new edition delivers cutting-edge guidance on conducting online focus groups, leveraging digital tools for participant recruitment and engagement, analyzing qualitative data in virtual environments, and integrating artificial intelligence into modern focus group research practices.

Renowned for its strong foundation in social science theory and practical application, this definitive resource equips researchers, academics, and practitioners with actionable strategies for designing, conducting, and interpreting focus group studies with confidence and rigor.

Covering a broad spectrum of real-world applications, the book demonstrates how focus group research drives discovery and insight across diverse fields including marketing, healthcare and medicine, public policy, political science, law, and beyond.

The fourth edition also continues its distinguished coverage of international focus group research, helping readers navigate cross-cultural contexts and global research challenges with expertise.

Whether you are a seasoned researcher or new to qualitative methods, this indispensable volume is your authoritative guide to the evolving future of focus group research.

Zielgruppe

Research

Autoren/Hrsg.

Stewart, David W.

Shamdasani, Prem

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Chapter 1: Introduction: Focus Group History, Theory, and Practice.- Chapter 2: Group Dynamics and Focus Group Research.- Chapter 3: Focus Groups and the Research Toolbox.- Chapter 4: Recruiting Focus Group Participants and Designing the Interview Guide.- Chapter 5: The Focus Group Moderator.- Chapter 6: Conducting the Focus Group.- Chapter 7: Analyzing Focus Group Data.- Chapter 8: Focus Groups in Practice.- Chapter 9: Virtual Focus Groups And Other Group Methods.- Chapter 10: Conclusion.

Über Autor(innen)

David W. Stewart is President’s Professor of Marketing and Business Law (Emeritus) at Loyola Marymount University, USA. He currently serves as Chair of the Marketing Accountability Standards Board. He is the author of more than 350 published papers and twenty-one books. His contributions have been recognised through numerous awards, including the 2025 William L. Wilkie Marketing for a Better World Award conferred by the American Marketing Association.
Prem N. Shamdasani is Associate Professor of Marketing in the NUS Business School at the National University of Singapore. He has worked with more than 130 global and Asian organizations in executive development and consulting both in Singapore and internationally and has received 23 awards for teaching excellence, including six university awards and 17 business school awards. He has also received the distinguished honour of inclusion in the NUS Honour Roll (Teaching Hall of Fame) twice, in 2007 and 2024.