The Handbook for Focus Group Research

by Thomas L. Greenbaum

Overview

As one of the most popular tools for gathering information in today′s marketplace, focus groups require understanding of purpose and good grounding in the technique to be effective. In The Handbook for Focus Group Research, Second Edition, Thomas L. Greenbaum provides the latest information on conducting effective focus groups. New chapters in this 1997 edition discuss the technology revolution, globalization of focus groups, physician focus groups, and the effective management of field services and recruiting. With more than 20 years of experience in focus group research, Tom Greenbaum shows the reader in this essential guide how to maximize the effectiveness of focus groups in thorough discussions of moderators and their techniques, escalating costs, facilities, and careers. This book is essential for professionals and scholars interested in marketing and marketing research.

Product Details

ISBN-13:	9781506339672
Publisher:	SAGE Publications
Publication date:	11/26/1997
Sold by:	Barnes & Noble
Format:	eBook
Pages:	280
File size:	3 MB

Table of Contents

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 Techniques
Global Focus Groups
Litigation Focus Groups
Focus Groups with Physicians
Focus Group Trends
Effective Management of Field Services and Recruiting
Threats to the Focus Group Industry
A Career as a Moderator
Building a Business Moderating Focus Groups
The Role of the Facility

Editorial Reviews

Greenbaum, President of Groups Plus, a Connecticut focus group and consulting company, discusses the determinants of the success of this much used, but also much abused, technique for gathering information for marketing decisions. He shares his insights on how to maximize the effectiveness of such qualitative research, and how it has been impacted by the technology revolution. Other topics include trends in the field, specific targeted groups, and moderating focus groups as a career. Annotation c. by Book News, Inc., Portland, Or.

Booknews

"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."

John J. Houlahan