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

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9781557385307: The Focus Group: A Strategic Guide to Organizing, Conducting and Analyzing the Focus Group Interview
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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.

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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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Jane Farley Templeton
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