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The Handbook for Focus Group Research
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The Handbook for Focus Group Research



January 1998 | 280 pages | SAGE Publications, Inc
As one of the most popular tools for gathering information in today's market place, focus groups require understanding of purpose and good grounding in the technique to be effective. Thomas Greenbaum provides the latest information on conducting effective focus groups in this revised edition of The Handbook for Focus Group Research.

New chapters discuss the technology revolution and its relevance to focus group research, with particular reference to the strengths and weaknesses of video conferencing and the Internet; the globalization of focus groups and the need to understand the major differences between focus group research in different countries, and how to compare results across national boundaries; the physician and general practitioner focus group - a much sought-after segment for market research in the 1990s by drug companies; and what to do about the persistent weaknesses in the focus group process caused by ineffective management of field services, unacceptable recruiting, lack of thoroughness in rescreening and lack of professionalism in general.

 
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.

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ISBN: 9780761912538
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