The focus group research handbook

AmericanMarketingAssociation, Holly Edmunds

"The Focus Group Research Handbook" is a comprehensive guide to contracting with a market research vendor to create a customized focus group study for your business or organization. Author, Holly Edmunds thoroughly explains and simplifies the methodology of focus group studies, and comprehensively outlines the steps you'll need to follow to implement and then analyze focus group research. From designing research vendor questionnaires, to selecting an effective moderator, from analyzing results to turning those results into workplace gains, this book will provide you with all the tools and tips you'll need to simplify the focus group process.

出版社

NTC Business Books

発売日

1999-01-01

ISBN

9780844202884