In 1992, more than 125,000 focus groups--randomly selected individuals, led by a moderator, whose discussion of a particular product provides market data for the manufacturer--will be held in the U.S. Greenbaum, who has worked with focus groups for over 20 years, here shares the latest information on conducting them effectively.
FREE Two-Day Shipping for students on millions of items. Learn more |
| ||||||||||||||||||
Book Description
Editorial Reviews
Review
"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 ) --This text refers to an out of print or unavailable edition of this title.
Product Details
Would you like to update product info or give feedback on images?
|
More About the Author
Discover books, learn about writers, read author blogs, and more.
Customer Reviews
|
Share your thoughts with other customers:
|
||||||||||||||||||||||
|
Most Helpful Customer Reviews
4 of 5 people found the following review helpful:
1.0 out of 5 stars
Shallow and Redundant,
By A Customer
This review is from: The Handbook for Focus Group Research (Paperback)
This book is absolutely useless unless it is your very initial introduction to the concept of a focus group. It is tremendously shallow, sophomoric and uninformative for professional marketers. Redundancies abound in this book, and much time is spent bemoaning focus group facilities' incompetence and other extraneous factors that only tangentially related to the real subject. Mr. Greenbaum offers no actual case studies to illuminate the utility of focus groups. His examples are vague and barely scratch the surface. It is unfortunate that the field of qualitative research is tainted by pseudo-experts of his ilk.
2 of 3 people found the following review helpful:
4.0 out of 5 stars
Detailed & comprehensive Focus Group guideline,
By Tang Lai Kwan (Hong Kong) - See all my reviews
This review is from: The Handbook for Focus Group Research (Paperback)
Most of the Marketing Research text books have only mentioned the Purpose, Process and Management of Focus Group in a superficial manner. It is difficult to get to know the examples of Focus Group. This book can presents information on conducting market research with focus groups, discuss how to select and evaluate moderators and facilities and using the latest technology and innovative techniques to obtain more useful information.It's a clear, logical and easy-to-read book that is highly recommended.
Share your thoughts with other customers: Create your own review
|
|
Inside This Book
(learn more)
Browse and search another edition of this book.
Browse and search another edition of this book.
First Sentence:
Because of the popularity of focus groups as a research technique, the term focus groups has come to mean different things to different people. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
moderator costs, rescreening questionnaire, focus group industry, recruitment scams, focus group moderating, focus group room, most moderators, postgroup discussion, physician focus groups, qualified moderators, moderator guide, moderator charges, client observers, focus group facility, own qualitative research, situational associations, many moderators, moderation technique, focus group facilities, moderating focus groups, focus group process, credentials presentation, effective moderator, effective focus groups, focus group technique Key Phrases - Capitalized Phrases (CAPs): (learn more)
United States, People Board, Litigation Focus Groups, Facility Name New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
Because of the popularity of focus groups as a research technique, the term focus groups has come to mean different things to different people. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
moderator costs, rescreening questionnaire, focus group industry, recruitment scams, focus group moderating, focus group room, most moderators, postgroup discussion, physician focus groups, qualified moderators, moderator guide, moderator charges, client observers, focus group facility, own qualitative research, situational associations, many moderators, moderation technique, focus group facilities, moderating focus groups, focus group process, credentials presentation, effective moderator, effective focus groups, focus group technique Key Phrases - Capitalized Phrases (CAPs): (learn more)
United States, People Board, Litigation Focus Groups, Facility Name New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
Citations (learn more)
This book cites 4
books:
38
books
cite this book:
See all 38 books citing this book
- The Practical Handbook and Guide to Focus Group Research by Thomas L. Greenbaum in Front Matter (1), and Front Matter (2)
- Final report by Royal Commission of Inquiry into the Activities of the Nugan Hand Group on page 53
- The Road Ahead (Penguin Readers, Level 3) by Gates on page 97
- Focused Interview by Robert K. Merton on page 167
- Focus Groups: Supporting Effective Product Development by Joe Langford on page 45, and page 224
- Developing Focus Group Research: Politics, Theory and Practice by Rosaline Barbour on page 4, and Back Matter
- The Market Research Toolbox: A Concise Guide for Beginners by Edward F. McQuarrie on page 92
- Qualitative Research in Nursing by Immy Holloway on page 120
- Handbook of Communication Audits for Organisations by Owen D.W. Hargie in Back Matter
See all 38 books citing this book
Books on Related Topics
(learn more)
|
What Other Items Do Customers Buy After Viewing This Item?
Suggested Tags from Similar Products(What's this?)Be the first one to add a relevant tag (keyword that's strongly related to this product).
|
Sell a Digital Version of This Book in the Kindle Store
If you are a publisher or author and hold the digital rights to a book, you can sell a digital version of it in our Kindle Store.
Learn more
Customer Discussions
|
This product's forum
Active discussions in related forums
Search Customer Discussions
|
Related forums
|
Listmania!
So You'd Like to...
Look for Similar Items by Category
- Books > Business & Investing > Management & Leadership > Management
- Books > Business & Investing > Management & Leadership > Teams
- Books > Business & Investing > Marketing & Sales > Marketing > Research
- Books > Business & Investing > Marketing & Sales > Sales & Selling
- Books > New & Used Textbooks > Business & Finance > Management
- Books > New & Used Textbooks > Business & Finance > Marketing
- Books > New & Used Textbooks > Business & Finance > Sales
- Books > New & Used Textbooks > Social Sciences > Sociology
- Books > Politics & Social Sciences > Social Sciences
