- Paperback: 288 pages
- Publisher: McGraw-Hill Contemporary; New edition edition (1 Mar 2000)
- Language English
- ISBN-10: 0658002481
- ISBN-13: 978-0658002489
- Product Dimensions: 22.6 x 15 x 1.8 cm
- Amazon Bestsellers Rank: 2,072,341 in Books (See Top 100 in Books)
- See Complete Table of Contents
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More About the Author
Product Description
Product 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.
From the Back Cover
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. Other helpful features include: -Guidelines for customizing and conducting focus group studies -A comprehensive glossary of relevant terms -A variety of sample forms and detailed checklists -Multiple appendixes of sample studies and comprehensive executive summaries of the results Whether you're a project manager, a sales or marketing professional, a business owner, or a professional moderator, you're sure to benefit from the practical and insightful information provided in The Focus Group Research Handbook.
--This text refers to an out of print or unavailable edition of this title.
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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3 reviews
19 of 21 people found the following review helpful
Great as a refresher or for a first time moderator
6 Mar 2000
Format:Hardcover
I purchased this book to refresh my skills when organizing a series of focus groups with very diverse demographics. Edmunds allowed me to brush up on key techniques, but also painted a great visual for the those on my team that were focus group virgins.
Where's the beef?
18 July 2005
Format:Paperback|Amazon Verified Purchase
I purchased this book in the digital version, being too impatient to wait for delivery. I soon found that supreme patience was required to ferret out the information I was looking for.
First the good news: the (e)book is thorough and structured. A lot of valuable details are brought to focus. If you are seeking information on the mechanics of organizing and running a focus group, I think this would be a good start.
However, I also want to know how to collect data from a Focus Group, and how to interpret the data. This it turns out is a research project in and of itself, since this information is scattered in various chapters, and the formal discussion only begins on page 87.
I eventually found the information I was looking for, although the level of detail was a bit thin. I just find it fascinating that a book intended to serve the advertising industry has it's punchline on page 87.
First the good news: the (e)book is thorough and structured. A lot of valuable details are brought to focus. If you are seeking information on the mechanics of organizing and running a focus group, I think this would be a good start.
However, I also want to know how to collect data from a Focus Group, and how to interpret the data. This it turns out is a research project in and of itself, since this information is scattered in various chapters, and the formal discussion only begins on page 87.
I eventually found the information I was looking for, although the level of detail was a bit thin. I just find it fascinating that a book intended to serve the advertising industry has it's punchline on page 87.
3 of 27 people found the following review helpful
Not bad, BUT I HOPE MORE!
26 Nov 1999
Format:Hardcover
NOT BAD,BUT I HOPE THEY COULD TELL ME MORE SOMETHING NEW!
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