You are here

The Handbook for Focus Group Research
Share

The Handbook for Focus Group Research



November 1997 | 280 pages | SAGE Publications, Inc

As one of the most popular tools for gathering information in today's marketplace, focus groups require understanding of purpose and good grounding in the technique to be effective. In The Handbook for Focus Group Research, Second Edition, Thomas L. Greenbaum provides the latest information on conducting effective focus groups. New chapters in this 1997 edition discuss the technology revolution, globalization of focus groups, physician focus groups, and the effective management of field services and recruiting. With more than 20 years of experience in focus group research, Tom Greenbaum shows the reader in this essential guide how to maximize the effectiveness of focus groups in thorough discussions of moderators and their techniques, escalating costs, facilities, and careers. This book is essential for professionals and scholars interested in marketing and marketing research.


 
Focus Groups
An Overview  
 
Research Decisions
 
Maximizing the Effectiveness of Focus Group Research
 
Common Mistakes in Focus Groups
 
The Moderator
 
Focus Groups and the Technology Revolution
 
Controlling the Costs of Focus Group Research
 
New Moderating Techniques
 
Global Focus Groups
 
Litigation Focus Groups
 
Focus Groups with Physicians
 
Focus Group Trends
 
Effective Management of Field Services and Recruiting
 
Threats to the Focus Group Industry
 
A Career as a Moderator
 
Building a Business Moderating Focus Groups
 
The Role of the Facility

"Always the leader in spotting crucial trends, Thomas L. Greenbaum was the first professional focus group moderator to speak out and give a wake-up call to the qualitative research industry about the sweeping implications of video conferencing technology. . . . His writing provides a comprehensive exposition on how to optimize this important development with solid tips and recommendations for client users and moderators." 

John J. Houlahan
Founder and President, FocusVision Network, Inc.

Preview this book

For instructors

To inquire about the availability of this title for review (print and/or digital), please contact your local sales representative or call (800) 818-7243.

Select a Purchasing Option

ISBN: 9780761912538
$80.00

This title is also available on SAGE Research Methods, the ultimate digital methods library. If your library doesn’t have access, ask your librarian to start a trial.