35 of 35 people found the following review helpful
Krueger and Casey have 'been there, done that',
By A Customer
This review is from: Focus Groups: A Practical Guide for Applied Research (Plastic Comb)
I bought this when tasked with designing and running two focus groups, having no previous knowledge of the subject whatsoever. It saved my life!
It is a superb, 'hands-on' guide which details all the practicalities of designing focus groups, running them successfully and analysing the results effectively. It is clearly based on years of experience and offers a super-fast way to download the expertise of two leaders in their field. Although it is based in sociological research, the techniques described are applicable to any type of focus group.
This book is an exhilarating change from the '2-by-2 matrix' type of business book, which are often full of unjustified generalisations and vague 'concepts' with no practical application.
Cheap at twice the price.
(5 customer reviews)