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

The Focus Group : A Strategic Guide to Organizing, Conducting and Analyzing the Focus Group Interview
The Focus Group : A Strategic Guide to Organizing, Conducting and Analyzing the Focus Group Interview, The Focus Group provides a complete and clear framework for staging effective interview sessions,accurately interpreting their results and using them in successful marketing strategies. Topics include: the second coming of focus groups in marketing and , The Focus Group : A Strategic Guide to Organizing, Conducting and Analyzing the Focus Group Interview has a rating of 3.5 stars
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The Focus Group : A Strategic Guide to Organizing, Conducting and Analyzing the Focus Group Interview, The Focus Group provides a complete and clear framework for staging effective interview sessions,accurately interpreting their results and using them in successful marketing strategies. Topics include: the second coming of focus groups in marketing and , The Focus Group : A Strategic Guide to Organizing, Conducting and Analyzing the Focus Group Interview
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  • The Focus Group : A Strategic Guide to Organizing, Conducting and Analyzing the Focus Group Interview
  • Written by author Jane F. Templeton
  • Published by McGraw-Hill Professional, 1994/07/01
  • The Focus Group provides a complete and clear framework for staging effective interview sessions,accurately interpreting their results and using them in successful marketing strategies. Topics include: the "second coming" of focus groups in marketing and
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Authors

Preface
Acknowledgments
Foreword
1 Defining Focus Groups 1
2 The Focus-Group Interview: The Physical Event 7
3 The Technical Evolution 35
4 The Technical Evolution II: The Second Coming 47
5 The Theoretical Concept 51
6 The Soul of a Focus Group (or: "Events Inside the Skin") 63
7 The Interpersonal Event 79
8 Carry-On Luggage 95
9 Writing the Report 113
10 The Functional Tool 135
11 Choosing Panelists 157
12 How to Be the "Best Possible" Client and How to Be the "Best Possible" Researcher 173
13 Coping with Problem Groups 197
14 Focus on: Tomorrow 215
Afterword 219
App. A Six-Week Schedule for a Focus-Group Project 223
App. B Qualitative Research Proposal for Sales & Marketing Management 227
App. C Sample Screening Device for Selecting Focus-Group Panelists - Sales & Marketing Management 231
App. D Discussion Guide for Sales & Marketing Management 235
App. E Sample Introduction to Focus-Group Panelists 241
App. F How to Score the "Buzzword" List 245
App. G Short Report Exploration of Consumer Responses to Introductory Concepts for Cocktail Mixers 251
App. H Full Report 267
Index 303


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The Focus Group : A Strategic Guide to Organizing, Conducting and Analyzing the Focus Group Interview, The Focus Group provides a complete and clear framework for staging effective interview sessions,accurately interpreting their results and using them in successful marketing strategies. Topics include: the second coming of focus groups in marketing and , The Focus Group : A Strategic Guide to Organizing, Conducting and Analyzing the Focus Group Interview

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The Focus Group : A Strategic Guide to Organizing, Conducting and Analyzing the Focus Group Interview, The Focus Group provides a complete and clear framework for staging effective interview sessions,accurately interpreting their results and using them in successful marketing strategies. Topics include: the second coming of focus groups in marketing and , The Focus Group : A Strategic Guide to Organizing, Conducting and Analyzing the Focus Group Interview

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The Focus Group : A Strategic Guide to Organizing, Conducting and Analyzing the Focus Group Interview, The Focus Group provides a complete and clear framework for staging effective interview sessions,accurately interpreting their results and using them in successful marketing strategies. Topics include: the second coming of focus groups in marketing and , The Focus Group : A Strategic Guide to Organizing, Conducting and Analyzing the Focus Group Interview

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

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