FOCUS - SZTUKA CZY METODA?
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Date
2002
Authors
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Journal Title
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Publisher
Wydział Prawa i Administracji UAM
Title alternative
FOCUS - ART OR METHOD?
Abstract
There is a great diversity in the attitudes of academic sociologists and commercial researchers
towards the focus method. They vary from ardent and enthusiastic support to scathing
condemnation. This article is an attempt at juxtaposing the Author’s several years of experience
in focus group study (both academic and commercial) with her methodological observations, backed
up by extensive scientific literature on the subject. All aspects of focus research include problematic
points that vary in the degree of significance for a comprehensive evaluation of the
method. These doubts deal with the following suggested problem areas: the methodological status
of focus group study, research procedure elements, processing the data obtained from the study,
and the ethics of focus research. The Author also discusses the role of a session moderator, his
personality and methods of work, as well as the methods of preliminary information collection
from questionnaires, the reliability o f the data thus obtained, and the methods of selecting participants
for a group study. Considerable space is devoted to defining the positive and negative
group effects, among the negative effects stressing tendencies to: opinion standardisation in a group,
opinion extremism, minority suppression, conformity, conflicting secondary aims, and others.
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Citation
Ruch Prawniczy, Ekonomiczny i Socjologiczny 64, 2002, z. 1, s. 311-326.
Seria
ISBN
ISSN
0035-9629