Best Practices in Using Focus Group Research

Overview

Focus groups are used by marketers more than any other qualitative research method; yet the method is still often misunderstood and misused. This reference material offers you best practice approaches in deciding when and how to use focus groups, how to get the most out of the client-researcher relationship and techniques for a smooth focus group process. By ordering this resource, you'll learn how to truly increase your marketing efforts and your bottom line using focus groups. In addition, this reference material will show you why you should use focus groups, teach you how to select the right topics and develop effective techniques and data, and help you gather techniques that will make your focus groups successful.

Authors

Judy Langer, Langer Qualitative LLC