Title: The Focus Group: A Strategic Guide to Organizing, Conducting and Analyzing the Focus Group Interview
Publisher: McGraw-Hill
Publication Date: 1996
Language: English
ISBN 10: 1557385300
ISBN 13: 9781557385307
Binding: Hardcover
Condition: Very Good
Weight: 20 ounces

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Synopsis

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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