Mullaly-Quijas P, Ward D H, Woelfl N
McGoogan Library of Medicine, University of Nebraska Medical Center, Omaha 68198-6706.
Bull Med Libr Assoc. 1994 Jul;82(3):305-11.
This paper describes the use of focus groups as a data-gathering tool, in both theoretical and practical terms. Calder's discussion of focus groups is presented as the basis of the theory, and the marketing study conducted by the Midcontinental Region of the National Network of Libraries of Medicine serves as the backdrop to highlight some of the practical aspects of using this qualitative data-gathering method. Results of the marketing study are presented to illustrate the types of data that can be gathered using this methodology and the types of plans for future activities that can be developed based on the data gathered.
本文从理论和实践两方面描述了焦点小组作为一种数据收集工具的使用情况。文中呈现了考尔德对焦点小组的讨论作为理论基础，同时以美国国立医学图书馆网络中大陆地区开展的营销研究为背景，以突出使用这种定性数据收集方法的一些实践方面。文中展示了营销研究的结果，以说明使用这种方法可以收集到的数据类型，以及基于所收集的数据可以制定的未来活动计划类型。
