The Focus Group Research Handbook (American Marketing Association) (Hardcover)

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Editorial Reviews

Product Description

Well-conducted focus group research can determine the course of your company's future. The Focus Group Research Handbook, a comprehensive, accessible reference tool, provides all the information you'll need in order to implement a focus group research study for your business, department, or small company. The results of a qualitative research study like a focus group can provide your business with powerful insight on the behavior patterns of your targeted "customer." Following author Holly Edmunds's plan, you'll learn how you can turn focus group study results into real profits by redirecting your advertising or marketing strategies to better meet the needs of your customers.

The Focus Group Research Handbook offers guidelines for designing and conducting focus group studies, including sampling and recruiting, discussion guide development, suggested moderating techniques, and reporting methods. Packed with invaluable advice, The Focus Group Research Handbook simplifies and clarifies the entire focus group research process and explores how the results of such a study can bring value to your business or organization. Whether you are researching the advantages of conducting a focus group research study or have already determined that focus groups will benefit your company or organization, this guide will help you make the best choices for your business.

From the Back Cover

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'll 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. Other helpful features include:

• Guidelines for customizing and conducting focus group studies
• A comprehensive glossary of relevant terms
• A variety of sample forms and detailed checklists
• Multiple appendixes of sample studies and comprehensive executive summaries of the results

Whether you're a project manager, a sales or marketing professional, a business owner, or a professional moderator, you're sure to benefit from the practical and insightful information provided in The Focus Group Research Handbook.

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Product Details

• Hardcover: 288 pages
• Publisher: McGraw-Hill; 1 edition (May 11, 1999)
• Language: English
• ISBN-10: 0844202886
• ISBN-13: 978-0844202884
• Product Dimensions: 9.2 x 6.2 x 1 inches
• Shipping Weight: 1.3 pounds
• Average Customer Review: 3.7 out of 5 stars  See all reviews (3 customer reviews)
• Amazon.com Sales Rank: #2,120,350 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

19 of 21 people found the following review helpful:

4.0 out of 5 stars Great as a refresher or for a first time moderator, March 6, 2000

By	L. Kucera (California, USA) - See all my reviews

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.

3.0 out of 5 stars Where's the beef?, July 18, 2005

By	Daniel Ginensky (Bet Shemesh Israel) - See all my reviews (REAL NAME)

This review is from: Focus Group Research Handbook (Paperback)

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.

3 of 27 people found the following review helpful:

4.0 out of 5 stars Not bad, BUT I HOPE MORE!, November 26, 1999

By A Customer

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