The Focus Group Research Handbook (American Marketing Association)

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9780844202884: The Focus Group Research Handbook (American Marketing Association)

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.

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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.

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

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