The Practical Handbook and Guide to Focus Group Research

This is a primer for the person who is trying to learn all the details associated with focus group research.  It was written in  1985 and is considered to be one of the first books that thoroughly covered the topic of focus group research.  It is definitely a good place to start for the focus group novice.

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.