Research Catalog

Title

The focus group research handbook / Holly Edmunds.

Author

Edmunds, Holly.

Publication

Lincolnwood, Ill. : NTC Business Books, [1999], ©1999.

Items in the Library & Off-site

Holdings

Details

Additional Authors

American Marketing Association.

Description

x, 276 pages : illustrations; 24 cm

Summary

• "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 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."--BOOK JACKET.

Subject

Focus groups > Handbooks, manuals, etc

Note

• At head of title: American Marketing Association.
• Includes index.

Contents

Ch. 1. Focus Groups -- Ch. 2. Designing a Focus Group Study -- Ch. 3. Facility Issues -- Ch. 4. Focus Group Moderation -- Ch. 5. Focus Group Evaluation -- Ch. 6. Pros and Cons of Doing It Yourself -- Ch. 7. Other Focus Group Situations -- Ch. 8. Ethics in Focus Group Research -- App. A. Sample Focus Group Screener Questionnaires -- App. B. Sample Focus Group Discussion Guides -- App. C. Sample Executive Summary Reports.

ISBN

0844202886

LCCN

98033528

OCLC

ocm39361186

Owning Institutions

Columbia University Libraries