The Focus Group: A Strategic Guide to Organizing, Conducting and Analyzing the Focus Group Interview

by Jane Farley Templeton

Book Overview

Provides a framework for staging interview sessions, interpreting their results and using them in marketing strategies. This book contains topics that include the second coming of focus groups in... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 1557385300
• ISBN13: 9781557385307
• Release Date: July 1996
• Publisher: McGraw-Hill Companies
• Length: 308 Pages
• Weight: 1.35 lbs.
• Dimensions: 0.9" x 6.3" x 9.4"

Customer Reviews

Practical Jewels

For anyone who works in creating strategies on securing better ways to create customer value, researching what customers think is a mandatory part of the process.This book has two levels - the high level teaches you how to run and analyse a focus group approach to securing this information.For the more experienced, there are the jewels of her experience in things that can be done better or those little insights that enable us to find the diamond inside tons of carbon like ideas.I have re-read this book many times and have always found something extra that I had missed on the previous occasion.For anyone doing post-graduate research through people and interviews, this book is mandatory.For anyone in business, this book allows you to challenge the research guru class that can (if you let them) take you in directions that are not always the best ones to travel.Worth the investment.