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Focus Groups

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Robert K. Merton, Marjorie Fiske & Patricia L. Kendall
The Focused Interview: A Manual of Problems and Procedures, Second Edition. The Free Press, 1990.

Merton and his colleagues were among the creators of what has come to be known as the "focus group." This work develops his original formulation of the "focused interview" as a means for discovering the subjective experience of people who have performed tasks or made decisions.


The Focused Interview
Offering very specific and rigorous guidelines for helping respondents let go of the information that may lurk beneath consciousness, Merton also discusses such pragmatic matters as the relative benefits of group vs. individual focused interviewing. Material in the preface provides a fascinating window into the origin of focus groups in the course of communications research during World War II. The techniques that helped us sell war bonds on the home front have evolved over more than half a century into an essential approach to gaining consumer insights.

Advertising Research Foundation, Focus Groups: Issues and Approaches. New York: ARF, 1985.
Edmunds, Holly, The Focus Group Research Handbook. Chicago: American Marketing Association, 1999.
Goldman, Alfred E. & Susan Schwartz McDonald, The Group Depth Interview: Principles and Practice. Englewood Cliffs, NJ: Prentice Hall, 1987
Greenbaum, Thomas L., The Handbook for Focus Group Research. Revised and Expanded Edition. Lexington Books, 1993
Greenbaum, Thomas L., Moderating Focus Groups: A Practical Guide for Group Facilitation. London: Sage, 200
Krueger, Richard A., Focus Groups: A Practical Guide for Applied Research. Beverly Hills: Sage, 1988.
Merton, Robert K., Marjorie Fiske and Patricia L. Kendall, The Focused Interview: A Manual of Problems and Procedures. New York: The Free Press, 1990
Morgan, David L. & Richard A. Krueger, The Focus Group Kit (6 Volumes). Thousand Oaks: Sage, 1998.
Morgan, David .L., Focus Groups as Qualitative Research. Sage, 1988.
Stewart and Shamdasani, Focus Groups, Theory and Practice. Sage, 1990.
Templeton, Jane Farley, Focus Groups: A Guide for Marketing and Advertising Professionals. Chicago: Probus, 1987.
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