000			02235nam a22002177a 4500
999			_c1498 _d1498
005			20211101112910.0
008			211101b ||||| |||| 00| 0 eng d
020			_a9780761912538
082			_a658.83 _bGRE
100			_aGreenbaum, Thomas L. _93978
245			_aThe handbook for focus group research
250			_a2nd
260			_bSage Publications, Inc. _aCalifornia _c1998
300			_axvi, 262 p.
365			_aGBP _b70.00
504			_aTable of content 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
520			_aAs 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.
650			_aMarketing research _9276
650			_aFocus groups _94248
942			_2ddc _cBK