The Handbook for Focus Group Research

Häftad, Engelska, 1998

1 352 kr

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Beskrivning

As one of the most popular tools for gathering information in today's marketplace, focus groups require understanding of purpose and good grounding in the technique to be effective. In The Handbook for Focus Group Research, Second Edition, Thomas L. Greenbaum provides the latest information on conducting effective focus groups. New chapters in this 1997 edition discuss the technology revolution, globalization of focus groups, physician focus groups, and the effective management of field services and recruiting. With more than 20 years of experience in focus group research, Tom Greenbaum shows the reader in this essential guide how to maximize the effectiveness of focus groups in thorough discussions of moderators and their techniques, escalating costs, facilities, and careers. This book is essential for professionals and scholars interested in marketing and marketing research.

Produktinformation

Utgivningsdatum:1998-01-08
Mått:152 x 228 x 19 mm
Vikt:450 g
Format:Häftad
Språk:Engelska
Antal sidor:280
Upplaga:1
Förlag:SAGE Publications
ISBN:9780761912538

Utforska kategorier

Sociologi inom Samhälle och politik

Recensioner i media

"Always the leader in spotting crucial trends, Thomas L. Greenbaum was the first professional focus group moderator to speak out and give a wake-up call to the qualitative research industry about the sweeping implications of video conferencing technology. . . . His writing provides a comprehensive exposition on how to optimize this important development with solid tips and recommendations for client users and moderators."

Innehållsförteckning

Focus GroupsAn OverviewResearch DecisionsMaximizing the Effectiveness of Focus Group ResearchCommon Mistakes in Focus GroupsThe ModeratorFocus Groups and the Technology RevolutionControlling the Costs of Focus Group ResearchNew Moderating TechniquesGlobal Focus GroupsLitigation Focus GroupsFocus Groups with PhysiciansFocus Group TrendsEffective Management of Field Services and RecruitingThreats to the Focus Group IndustryA Career as a ModeratorBuilding a Business Moderating Focus GroupsThe Role of the Facility