Interviewing, focus groups and questionnaires are often recommended as appropriate methods of data collection for academic research in the business and management field of study. And sometimes this is correct. However research degree candidates are often expected to either know how to use these techniques or they are expected to pick up the knowledge and skills required as they proceed. This is probably due to the fact that every day we see someone being interviewed on television, we hear about focus groups in the news, and we are regularly required to complete questionnaires for all sort of issues.
But academic interviewing is quite different to what is regularly portrayed on television. Academic focus groups are often different to focus groups held for marketing and government surveys and the work required in designing, implementing and managing a questionnaire is really quite complex.
If these three field methods are not planned, implemented and managed correctly they will produce nothing of value and will result in much wasted time for the researcher.
This book looks closely at these three field methods and provides sound advice based on experience on how to work with these data gathering methods.
In addition this book supplies examples of research protocols, letters of introduction, letters of consent and some example questionnaires.
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