Focus Groups: Theory And Practice - Brossura

Stewart, David W.; Shamdasani, Prem N.; Rook, Dennis W.

Brossura

ISBN 10: 076192583X ISBN 13: 9780761925835

Casa editrice: Sage Pubns, 2006

Riassunto

This new, updated edition of the widely cited classic offers a unique blend of theory and practice in a single, easy to read source. The Second Edition of Focus Groups: Theory and Practice provides a systematic treatment of the design, conduct, and interpretation of focus group discussions within the context of social science research and theory.

Su questo libro

L'autore:

David W. Stewart, Ph.D. is President’s Professor of Marketing and Law at Loyola Marymount University and the current editor of the Journal of Public Policy and Marketing Dr. Stewart has previously served as a member of the faculty of the Owen Graduate School of Management at Vanderbilt University, the Marshall School of Business at the University of Southern California, and the University of California, Riverside. In addition to his responsibilities as a faculty member Dr. Stewart has served in a number administrative roles in higher education. He is a past editor of both the Journal of Marketing and the Journal of the Academy of Marketing Science. He has served on the Board of Governors of the Academy of Marketing Science and as Vice President, Finance and a member of the Board of Directors of the American Marketing Association. He has also served on the Board of the AMA Foundation. He is a past-president of the Academic Council of the American Marketing Association, a past chairman of the Section on Statistics in Marketing of the American Statistical Association, a past president of the Society for Consumer Psychology and a Fellow of both the American Psychological Association and the Association for Psychological Science. He is also a former member and past-chairman of the United States Census Bureau's Advisory Committee of Professional Associations.

Dr. Stewart has authored or co-authored more than 250 publications and eight books. Dr. Stewart’s research has examined a wide range of issues including marketing strategy, the analysis of markets, consumer information search and decision making, effectiveness of marketing communications, public policy issues related to marketing and methodological approaches to the collection and analysis of marketing data. His research and commentary are frequently featured in the business and popular press. A native of Baton Rouge, Louisiana, Professor Stewart received his B. A. from the Northeast Louisiana University (now the University of Louisiana at Monroe) and his M. A. and Ph.D. in psychology from Baylor University.

In 2007, Dr. Stewart was awarded the Elsevier Distinguished Marketing Scholar Award by the Society for Marketing Advances and in 2006, Dr. Stewart was honored by the Academy of Marketing Science with the Cutco/Vector Distinguished Educator Award for lifetime contributions to marketing. In 2005, he received the Omicron Delta Kappa Men of Merit Award from his alma mater, Baylor University. Professor Stewart has also been honored for innovation in teaching by the Decision Sciences Institute and he was a member of a four-person faculty team honored by the U.S. Distance Learning Association for the “Best Distance Learning Program 1996 -- Continuing Education” in 1996. In 1998, he received the American Academy of Advertising Award for Outstanding Contribution to Advertising Research for his long-term contributions to research in advertising. His paper on warning messages was named the best paper published in the Journal of Public Policy and Marketing during 1992-94 and, he was recipient of the American Academy of Advertising Award for best paper in the Journal of Advertising in 1989. In 1988 he was Marketing Science Institute Visiting Scholar at the General Motors Corporation. He was been included in Who’s Who in America, Who's Who of the World, Who’s Who in American Education, and Who's Who in Advertising.

Professor Stewart's experience includes work as a manager of research for Needham, Harper, and Steers Advertising, Chicago (now DDB) and consulting projects for a wide range of organizations. Among the organizations for which Dr. Stewart has consulted are Hewlett Packard, Agilent Technologies, the Coca-Cola Company, Hughes, NCR, Texas Instruments, IBM, Intel, Cadence Design Systems, Century 21 Real Estate, Samsung, American Home Products, Visa Services, Xerox, the U. S. Census Bureau and the United States Federal Trade Commission, among others. He has served as an expert witness before the Federal Trade Commission, in United States Federal Court, and in State Courts in cases involving deceptive advertising claims and unfair business practices, in matters related to trademarks and intellectual property, and in anti-trust actions. Professor Stewart has delivered executive education programs throughout the United States and in twenty other nations on four continents.

Contenuti:

Preface to First Edition
Preface to Second Edition
1. Introduction: Focus Group History, History, Theory and Practice
Border Crossing: The Behavioral Science Origins of Focus Groups
Focus Group Theory
Purpose of the Book
Plan of the Book
Conclusion
Review Questions
2. Group Dynamics and Focus Group Research
Influences of Intrapersonal Factors and Individual Differences
Interpersonal Influences
Environmental Influences
Conclusion
Review Questions
3. Focus Groups and the Research Toolbox
Focus Group Basics: Structure, Process, and Data
Uses of Focus Groups: Applications, Advantages, and Limitations
Steps in the Design and Use of Focus Groups
Conclusion
Review Questions
4. Recruiting Focus Group Participant and Designing the Interview Guide
Establishing the Research Agenda
Recruiting Participants
Developing the Interview Guide
Issues and Trends for the Future
Coclusion
Review Questions
5. The Focus Group Moderator
Leadership and Group Dynamics
Interviewing Styles and Tactics
Moderator Selection
Moderator Preparation
Moderator Bias in Focus Group Interviews
Conclusion
Review Questions
6. Conducting the Focus Group
The Physical Arrangement of the Group
Interviewing Style
Discussion Aids
Intimacy
Observers and Rcordings
Beginning the Interview
Ensuring Participation
Time Management
Probing
Problems
Special Issues
Conclusion
Review Questions
7. Analyzing Focus Group Data
How Much Analysis?
Transcribing the Interview
Qualitative Analytic Approaches
Quantitative Analysis
Computer-Assisted Content Analysis
Conclusion
Review Questions
8. Focus Group in Practice
Bush, Kerry, and Focus Groups
Television Ads the Public Will Never See
Impulsive Consumers, Shoplifters, and Focus Groups
A Representative Focus Group Report: Buying a New Car
New Car Purchasing Experiences: A Sample Report
Conclusion
Review Questions
9. Other Group Methods
The Nominal Group Technique
The Delphi Technique
Brainstorming and Synectics
Leaderless Discussion Groups
Conclusion
Review Questions
10. Conclusion
References
Index
About the Authors

Su questa edizione

• Editore: Sage Pubns
• Data di pubblicazione: 2006
• ISBN 10: 076192583X
• ISBN 13: 9780761925835
• Rilegatura: Copertina flessibile
• Numero edizione: 2
• Numero di pagine: 188