The Focus Group: A Strategic Guide to Organizing, Conducting and Analyzing the Focus Group Interview (Hardcover)

~ Jane Farley Templeton (Author)

Editorial Reviews

Product Description

The Focus Group provides a complete and clear framework for staging effective interview sessions, accurately interpreting their results and using them in successful marketing strategies. Topics include: the ``second coming'' of focus groups in marketing and market research; ethics in using focus groups; effective use of focus groups; conflict resolution in focus groups; using focus group resources.

About the Author

McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide

Product Details

• Hardcover: 325 pages
• Publisher: McGraw-Hill; 1 edition (July 1, 1996)
• Language: English
• ISBN-10: 1557385300
• ISBN-13: 978-1557385307
• Product Dimensions: 9.1 x 6 x 1 inches
• Shipping Weight: 1.2 pounds
• Average Customer Review: 2.0 out of 5 stars  See all reviews (6 customer reviews)
• Amazon.com Sales Rank: #809,063 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

19 of 19 people found the following review helpful:

5.0 out of 5 stars Practical Jewels, May 28, 2000

By	David Arelette (Yarrambat, Victoria Australia) - See all my reviews (REAL NAME)

For anyone who works in creating strategies on securing better ways to create customer value, researching what customers think is a mandatory part of the process.

This book has two levels - the high level teaches you how to run and analyse a focus group approach to securing this information.

For the more experienced, there are the jewels of her experience in things that can be done better or those little insights that enable us to find the diamond inside tons of carbon like ideas.

I have re-read this book many times and have always found something extra that I had missed on the previous occasion.

For anyone doing post-graduate research through people and interviews, this book is mandatory.

For anyone in business, this book allows you to challenge the research guru class that can (if you let them) take you in directions that are not always the best ones to travel.

Worth the investment.

20 of 21 people found the following review helpful:

1.0 out of 5 stars Expert advice, unfortunately not for beginners, June 12, 2000

By	Stefanowitsch "Stefanowitsch" (New York) - See all my reviews

Faley Templeton seems to know a lot about focus groups but i think she could have spent more time on structuring her book. She talks a lot about her daily experience and her personal opinion on testing aspects. As a novice to this subject I expected a kick-start on how to conduct focus groups - with more facts and basics. This seems to be a book for experts who want to get some additional insight from another expert.

12 of 12 people found the following review helpful:

1.0 out of 5 stars inaccessible thesis-style writing..., October 31, 2000

By	Brian Kusler (San Fransisco, CA USA) - See all my reviews

i'm annoyed with myself for buying it because this is totally not what i was hoping for. i needed a book that matches this book's byline "A Strategic Guide to Organizing..." and in my mind it doesn't live up to that. This book definitely needs to have a "warning: experts only" or "warning: academics only" the way that computer books do. then i could have bought the introductory book that i needed instead of this piece of work that reads like something aimed at a college professor instead of a working professional.