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ISBN: 0658002481Издательство: McGraw-Hill/Contemporary Books
Well-conducted focus group research can determine the course of your company's future. The Focus Group Research Handbook , a comprehensive, accessible reference tool, provides all the information you'll need in order to implement a focus group research study for your business, department, or small company. The results of a qualitative research study like a focus group can provide your business with powerful insight on the behavior patterns of your targeted "customer." Following author Holly Edmunds's plan, you'll learn how you can turn focus group study results into real profits by redirecting your advertising or marketing strategies to better meet the needs of your customers. The Focus Group Research Handbook offers guidelines for designing and conducting focus group studies, including sampling and recruiting, discussion guide development, suggested moderating techniques, and reporting methods. Packed with invaluable advice, The Focus Group Research...