The mirrored window
Subtitle: focus groups from a moderator's point of view
By: Judith Langer.
Publisher: PMP
Published: 2001
Place of publication: Ithaca, N.Y
Language: eng
Number of pages: 256
Subjects: Focused group interviewing.; Marketing research.; Qualitative research.
Description: Want to get more useful results from your focus groups? America's top moderator created this how-to handbook that shows you how. Includes a career's worth of tips, tactics and step-by-step advice. Focus groups are expensive. They can cost thousands per session. Plus, they can take weeks from start to finish to implement and analyze. In the end, the client may use results to inform million dollar decisions. The book includes a case study of a qualitative research study into men's attitudes towards career, family, self-image, privacy and technology. The real-life transcripts included in this case study are fascinating and helpful for understanding how to probe consumers for useful answers.
Notes: Includes index.