Title: Solid Start in Understanding the Use of Focus Groups
Product review: Essential to the study of marketing research, "Focus Groups As Qualitative Research" by David Morgan succinctly presents a classroom quality look at a much misunderstood aspect of needs and wants analyses.Each chapter is segmented topically, making this academic essay organized in such a way to be appreciated by the marketing or communications student.Intended for the collegiate level and above, Morgan presumes a basic knowledge of market research principles and goals. Here, he justifies the credibility of focus groups, and steers the reader away from seeing them as superficial, unscientific examinations and guesswork.While it has an academic journal tone to it, it is readable. It has a hefty bibliography at the end, with 50-60 works cited.I fully recommend "Focus Groups As Qualitative Research " by David L. Morgan.Anthony Trendl
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