Chapter 21 Web links
Association for Qualitative Research
According to the UK Association of Qualitative Market Research Practitioners, focus groups represent the most commonly used research method in market research. See the Association for Qualitative Research for more on this.
Finding and using online discussion groups
This is more information, provided by Carter McNamara for the Management Assistance Program for non-profit-making organizations. It looks specifically at how to locate online discussion groups that can be used for research purposes.
Conducting Focus Groups
This site, written by Carter McNamara for the Management Assistance Program for non-profit-making organization’s website, contains useful information about conducting focus groups.
Tom Greenbaum articles
This link will take you to a series of articles written by Tom Greenbaum about focus groups. Tom Greenbaum is part of GroupsPlus, a commercial company which offers qualitative research services to other organizations.
Focus Group Guide
This is a useful bullet-point guide about issues to consider when using focus groups as part of a research design. It has been prepared by Professor Ted Zorn from the Waikato Management School.
The theory of groupthink is something that any business researcher conducting focus groups should be aware of. This site provides more information about groupthink and it is part of the Psychologists for Social Responsibility website.