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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.
List of contents
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
Summary
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 Tom Greenbaum provides the latest information on conducting effective focus groups.
