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Focus Group Practices: Studying Conversation

Focus Group Practices: Studying Conversation

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Published by Cesar Ostolaza
Focus Group Practice aims at analyzing the interactional process that supports the success
of focus groups. The book makes specific observations of what effective focus group moderation
can accomplish. Informed by theoretical and methodological approaches taken from
conversation and discourse analysis, this work aims at an analysis of the micro-practices that
characterize the focus group process. The seven chapters of the book include recommendations
for moderators as well as researchers interested in studying focus group methodology as a subject
in itself. The book, an analysis of what goes on in the form of conversational processes, is
purposely not a "how to" of focus groups, but rather a careful unveiling of the "choreographic"
movements that lead to successful group interviews. It includes a series of brief examples of
market-research focus groups and pedagogical definitions of conversation analysis and discursive
psychology key concepts. A set of principles related to what creates an effective focus group
interaction organizes each chapter (interaction, informality, participation, and opinions). Also
included are some conversational analysis artifacts like explanations about how transcription is
employed in conversational analysis.
Focus Group Practice aims at analyzing the interactional process that supports the success
of focus groups. The book makes specific observations of what effective focus group moderation
can accomplish. Informed by theoretical and methodological approaches taken from
conversation and discourse analysis, this work aims at an analysis of the micro-practices that
characterize the focus group process. The seven chapters of the book include recommendations
for moderators as well as researchers interested in studying focus group methodology as a subject
in itself. The book, an analysis of what goes on in the form of conversational processes, is
purposely not a "how to" of focus groups, but rather a careful unveiling of the "choreographic"
movements that lead to successful group interviews. It includes a series of brief examples of
market-research focus groups and pedagogical definitions of conversation analysis and discursive
psychology key concepts. A set of principles related to what creates an effective focus group
interaction organizes each chapter (interaction, informality, participation, and opinions). Also
included are some conversational analysis artifacts like explanations about how transcription is
employed in conversational analysis.

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Published by: Cesar Ostolaza on Feb 05, 2014
Copyright:Attribution Non-commercial

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