Customer Reviews

The Focus Group Research Handbook (American Marketing Association)

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I purchased this book to refresh my skills when organizing a series of focus groups with very diverse demographics. Edmunds allowed me to brush up on key techniques, but also painted a great visual for the those on my team that were focus group virgins.

I purchased this book in the digital version, being too impatient to wait for delivery. I soon found that supreme patience was required to ferret out the information I was looking for.

First the good news: the (e)book is thorough and structured. A lot of valuable details are brought to focus. If you are seeking information on the mechanics of organizing and running a focus group, I think this would be a good start.

However, I also want to know how to collect data from a Focus Group, and how to interpret the data. This it turns out is a research project in and of itself, since this information is scattered in various chapters, and the formal discussion only begins on page 87.

I eventually found the information I was looking for, although the level of detail was a bit thin. I just find it fascinating that a book intended to serve the advertising industry has it's punchline on page 87.

NOT BAD,BUT I HOPE THEY COULD TELL ME MORE SOMETHING NEW!