- Marketing research.
- Focused group interviewing
- 0761912525 (acid-free paper)
- 0761912533 (pbk. : acid-free paper)
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- Includes index.
- Contents: 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 business moderating focus groups -- The role of the facility.
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