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Handbook for Focus Group Research 2ed

by Greenbaum T SAGE Publications, Inc
Pub Date:
Pbk 280 pages
AU$207.00 NZ$212.17
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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.

Focus Groups An Overview Research Decisions Maximizing the Effectiveness of Focus Group Research Common Mistakes in Focus Groups The Moderator Focus Groups and the Technology Revolution Controlling the Costs of Focus Group Research New Moderating Techn

"Always the leader in spotting crucial trends, Thomas L. 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. . . . His writing provides a comprehensive exposition on how to optimize this important development with solid tips and recommendations for client users and moderators."