The Handbook for Focus Group Research

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Thomas L Greenbaum

Courses:
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.

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ISBN: 9780761912538	Paperback	Suggested Retail Price: $85.00	Bookstore Price: $68.00
ISBN: 9781506339672	Electronic Version	Suggested Retail Price: $68.00	Bookstore Price: $54.40

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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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