Moderating Focus Groups : A Practical Guide for Group Facilitation

Greenbaum, Thomas L.

ISBN 10: 0761920439 / ISBN 13: 9780761920434

Published by SAGE Publications, Inc, 1999

About this Item

Unread book in perfect condition.

Seller Inventory # 969622

Bibliographic Details

• Title: Moderating Focus Groups : A Practical Guide for Group Facilitation
• Publisher: SAGE Publications, Inc
• Publication Date: 1999
• Language: English
• ISBN 10: 0761920439
• ISBN 13: 9780761920434
• Binding: Hardcover
• Condition: As New

About this title

Synopsis

Designed specifically for the needs of the focus group moderator, this comprehensive guide covers everything from pre-session participant recruitment to post-session reporting. In addition, the author includes a wealth of advanced and new techniques, such as those for managing group dynamics, energizing a tired group, projective techniques, personality association and position fixing. Extremely practical and well-written, the book includes chapter summaries and a helpful glossary.

About the Author

Tom Greenbaum is a veteran focus group professional who has moderated over 3000 groups in a wide variety of product and service areas. His background is consumer products marketing, but more than half the work he has done in foucs groups has been in non consumer product areas such as medical, financial and industrial businesses.

He begun his career at Procter & Gamble in the Paper Products Division. Then he worked for Church & Dwight (Arm & Hammer) before entering the marketing and sales consulting business in 1973. He has spent more than 40 years working for clients in a variety of marketing research, strategic marketing, sales and promotion areas.

He is a graduate of Lafayette College and has an MBA from Columbia University.

Tom was an adjunct professor of Marketing at the Stern Graduate School of Business for four years teaching classes in qualitative research.