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2005, vol. 47, br. 1, str. 1-26
Metodologija fokusgrupnog istraživanja
Univerzitet u Beogradu, Fakultet civilne odbrane
Ključne reči: metodologija; istraživanje; fokus-grupa; intervju
Sažetak
U poslednjih dvadesetak godina popularnost fokusgrupnog intervjua je ubrzano porasla. Nakon dugogodišnjeg perioda u kojem se ova tehnika praktikovala gotovo isključivo u marketinškim istraživanjima, započinje period njene intenzivne primene u velikom broju akademskih disciplina (sociologiji, psihologiji, istraživanjima na polju evaluacije, javnog mnjenja, propagande, komunikacija, zdravstva). Tek intenziviranjem istraživanja u kojima se primenjivalo fokusgrupno intervjuisanje bilo je omogućeno sticanje iskustva koje se dalo metodološki uopštavati, a tehnika razviti. U ovom radu se saopštavaju osnovni metodološki principi primene ove tehnike. U radu se sintetišu metodološka iskustva prikupljena u ogromnom broju stranih istraživanja, kao i višegodišnjem istraživačkom iskustvu autora.
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O članku

jezik rada: srpski
vrsta rada: izvorni naučni članak
DOI: 10.2298/SOC0501001D
objavljen u SCIndeksu: 02.06.2007.