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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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