Using focus groups. Theory, Methodology, Practice

The book is a critical for application guide, committed to make aware all the users of the advantages and the disadvantages of focus group (FG) applications. in this sense the book adopts a practical approach substantiated by a “methodological thickness”. Like any research tool, the focus group requires some recommendations for users, especially regarding the procedure for preparing, gathering, and analysing of the information. Only rarely the methodological literature was devoted to the real heart of the instrument, which is the dialogue among the social actors, the collective construction of the statements and the negotiation of meanings.