The handbook for focus group research

Table 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

As 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.