Znanstvena metoda fokus grupa – mogućnosti i načini primjene
Scientific Method of Focus Groups - Possibilities and Ways of Application

Summary/Abstract: 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...

• Details
• Contents