A reissue of the classic report of Columbia's Bureau of Applied Social Research, outlining techniques for eliciting specific responses of individuals and groups to particular events and situations.
The 1956 edition of this book may be regarded as seminal within sociology, spawning a whole field of qualitative opinion research that has continued to evolve through half a century of inquiry. This is a reissue of the book, with a new preface by Merton, a select bibliography of writings on the focused interview and focus group research, and a new introduction that traces the diffusion of Merton's technique from sociology to other fields, including history, psychology, mass media and marketing research.
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Army asks aspects attention attitudes behavior Carl Hovland chapter comparison considered course cues deﬁne deﬁnitions depth responses designed detail didn’t direct question discussion documentary ﬁlm effective elaboration elicit ence evidence evoked example experience experimental expression feelings ﬁeld ﬁght ﬁghting ﬁnd ﬁndings ﬁrst ﬁxed ﬂow focus groups focused interview German group interview Hitler hypotheses identiﬁcation implied impression indicate individual inhibitions inter interaction interest interpretation interview group interview guide interview situation introduce irrelevant Kate Smith kind Maginot line matter mean ment Merton mutational questions Nazi occasion opinion particular patterns perception personal context pertinent picture problem procedures qualitative qualitative research radio program range reactions reference reinstated remark remember restatement retrospection Robert K role scenes sentiments serve signiﬁcant situation under review Sociology soldiers sponses spontaneous stimulus situation suggested technique terviewer think back tion topic transition unanticipated responses unstructured question viewer war bonds