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Handbook for Focus Group Research 2ed

Handbook for Focus Group Research 2ed

ISBN 9780761912538
Edition 2
Publication Date
Purchase Type Buy New
Publisher SAGE Publications, Inc
Author(s)
Overview
As one of the most popular tools for gathering information in today's market place, focus groups require understanding of purpose and good grounding in the technique to be effective. Tom Greenbaum provides the latest information on conducting effective focus groups with new chapters in this 1998 edition that discuss: the technology revolution and its relevance to focus group research; namely, videoconferencing and the internet - and the strengths and weaknesses of both; the globalization of focus groups and the need to understand the major differences between focus group research outside the United States and how to compare results with domestic studies; the physician focus group as a much sought-after segment for market research in the 1990s principally from drug companies and the luxury products market; the effective management of field services and recruiting as a persistent weakness in the focus group process, especially unacceptable recruiting, lack of thoroughness in rescreening, and professionalism of the facility; and what to do about these problems.With more than twenty years experience in focus group research Tom Greenbaum shows the reader how to maximize the effectiveness of focus groups in thorough discussions of moderators and their techniques, escalating costs, facilities and careers with this essential guide.
Overview
As one of the most popular tools for gathering information in today's market place, focus groups require understanding of purpose and good grounding in the technique to be effective. Tom Greenbaum provides the latest information on conducting effective focus groups with new chapters in this 1998 edition that discuss: the technology revolution and its relevance to focus group research; namely, videoconferencing and the internet - and the strengths and weaknesses of both; the globalization of focus groups and the need to understand the major differences between focus group research outside the United States and how to compare results with domestic studies; the physician focus group as a much sought-after segment for market research in the 1990s principally from drug companies and the luxury products market; the effective management of field services and recruiting as a persistent weakness in the focus group process, especially unacceptable recruiting, lack of thoroughness in rescreening, and professionalism of the facility; and what to do about these problems.With more than twenty years experience in focus group research Tom Greenbaum shows the reader how to maximize the effectiveness of focus groups in thorough discussions of moderators and their techniques, escalating costs, facilities and careers with this essential guide.
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