The focus group research handbook
Author(s)
Bibliographic Information
The focus group research handbook
NTC Business Books, c1999
- : cloth
- : paper
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Note
At head of title: American Marketing Association
Includes index
Description and Table of Contents
- Volume
-
: paper ISBN 9780658002489
Description
The Focus Group Research Handbook is a comprehensive guide to contracting with a market research vendor to create a customized focus group study for your business or organization. Author Holly Edmunds thoroughly explains and simplifies the methodology of focus group studies, and comprehensively outlines the steps you'll need to follow to implement and then analyze focus group research. From designing research vendor questionnaires, to selecting an effective moderator, from analyzing results to turning those results into workplace gains, this book will provide you with all the tools and tips you'll need to simplify the focus group process.
- Volume
-
: cloth ISBN 9780844202884
Description
A handbook covering the essentials for all the stage of focus group implementation, including designing and conducting a targeted focus group study selecting the proper research facility, and analysing and incorporating results into the decision making process.
Table of Contents
- 1. Focus Groups 2. Designing a Focus Group Study 3. Facility Issues 4. Focus Group Moderation 5. Focus Group Evaluation 6. Pros and Cons of Doing it Yourself 7. Other Focus Group Situations 8. Ethics in Focus Group Research Appendix: Sample Screener Questionaires
- Sample Discussion Guides
- Sample Executive Summary Reports
by "Nielsen BookData"
