The focus group research handbook
By: Holly Edmunds.
Contributors: American Marketing Association.
Publisher: NTC Business Books
Published: 1999
Place of publication: Lincolnwood, Ill
Language: eng
Number of pages: 276
Subjects: Focused group interviewing -- Handbooks, manuals, etc.
Description: "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 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."--BOOK JACKET.
Notes: At head of title: American Marketing Association.
Includes index.