The Handbook for Focus Group Research
| Author | : | |
| Rating | : | 4.56 (683 Votes) |
| Asin | : | 0761912533 |
| Format Type | : | paperback |
| Number of Pages | : | 280 Pages |
| Publish Date | : | 2016-03-06 |
| Language | : | English |
DESCRIPTION:
A Customer said Shallow and Redundant. This book is absolutely useless unless it is your very initial introduction to the concept of a focus group. It is tremendously shallow, sophomoric and uninformative for professional marketers. Redundancies abound in this book, and much time is spent bemoaning focus group facilities' incompetence and other extraneous factors that only tangentially related to the real subject. Mr. Greenbau. Tang Lai Kwan said Detailed & comprehensive Focus Group guideline. Most of the Marketing Research text books have only mentioned the Purpose, Process and Management of Focus Group in a superficial manner. It is difficult to get to know the examples of Focus Group. This book can presents information on conducting market research with focus groups, discuss how to select and evaluate moderators and facilities and using the latest technology and innovative t. Good beginning Mary Converse This is a good book to get a general idea what the method of focus groups is about. Should only be a beginning book and one of many sources for being able to use Focus Group as a research data collection method.
New chapters discuss the technology revolution and its relevance to focus group research, with particular reference to the strengths and weaknesses of video conferencing and the Internet; the globalization of focus groups and the need to understand the major differences between focus group research in different countries, and how to compare results across national boundaries. 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. Included are the physician and general practitioner focus group – a much sought-after segment for market research in the 1990's by drug companies; and what to do about the persistent weaknesses in the focus group process caused by ineffective management of field services, unacceptable recruiting, lack of thoroughness in rescreening and lack of professionalism in general.. Thomas Greenbaum provides the latest information on con
His writing provides a comprehensive exposition on how to optimize this important development with solid tips and recommendations for client users and moderators." (John J. "Always the leader in spotting crucial trends, Thomas L. Houlahan) . 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