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

Book Description
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 market research; ethics in using focus groups; effective use of focus groups; conflict resolution in focus groups; using focus group resources.


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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 market research; ethics in using focus groups; effective use of focus groups; conflict resolution in focus groups; using focus group resources.


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