文章基本信息

标题：SCIENTIFIC METHOD OF FOCUS GROUPS – POSSIBILITIES AND WAYS OF APPLICATION
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作者：Skoko, Božo ; Benković, Vanesa
期刊名称：Politička Misao
印刷版ISSN：0032-3241
电子版ISSN：1846-8721
出版年度：2010
卷号：46
期号：3
页码：217-236
出版社：University of Zagreb
摘要：The authors analyse the use of the focus groups method as a qualitative form of research, which bases its analysis and interpretation primarily on the interaction between respondents. They clarify the possibilities, ways and methodology of its application, and compare it with related methods, pointing out its advantages and shortcomings. Examples are provided of the method’s increasingly frequent application in scientific practice, after decades of its successful application for market research purposes, especially in marketing and in public relations. In the social sciences, it is mostly used as a complementary method, i.e. as a supplement to related methods, and as a method for pre-testing and operationalisation of research instruments. Focus groups allow deep inquiry into reasons, attitudes, values, motives, meanings, beliefs...
关键词：focus groups; qualitative research; methods; grounded theory; respondents