Focus Group Research for Marketers

About the Book

One of North America´s most experienced focus group moderators provides explicit and detailed advice to marketers on getting more out of focus group research. This book contains detailed discussions of:

· Improving the validity of your research results.

· Controlling or eliminating bias in your focus groups.

· Assessing the adequacy and relevance of key aspects of research design for your focus group studies (including respondent recruitment specs, respondent screening questionnaires, moderators´ guides, use of rating scales in focus groups).

· Selecting, briefing, and working effectively with focus group moderators.

· Determining when individual depth interviews are a better option than focus group interviews.

· Getting full value for your focus group research dollar by exercising effective cost control.

Ø Focus Group Research for Marketers is the only book in print that focuses on providing the information that marketers who use focus group research need to know – no more, no less. It achieves this and more in 17 concise, jargon-free and easy-to-read chapters.

Ø Each chapter of Focus Group Research for Marketers is self-contained. You can read them in sequence, or go directly to chapters that are of immediate interest to you.

About the Author

Ø One of North America's most experienced focus group moderators provides explicit and detailed advice to marketers on getting more out of focus group research. This book contains detailed discussions of: · Improving the validity of your research results. · Controlling or eliminating bias in your focus groups. · Assessing the adequacy and relevance of key aspects of research design for your focus group studies (including respondent recruitment specs, respondent screening questionnaires, moderators' guides, use of rating scales in focus groups). · Selecting, briefing, and working effectively with focus group moderators. · Determining when individual depth interviews are a better option than focus group interviews. · Getting full value for your focus group research dollar by exercising effective cost control. Ø Focus Group Research for Marketers is the only book in print that focuses on providing the information that marketers who use focus group research need to know – no more, no less. It achieves this and more in 17 concise, jargon-free and easy-to-read chapters. Ø Each chapter of Focus Group Research for Marketers is self-contained. You can read them in sequence, or go directly to chapters that are of immediate interest to you.