Product 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.
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.
