by Jane Farley Templeton · tapa dura · ISBN 9781557385307
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«The Focus Group» is Jane Farley Templeton's strategic guide to focus group interviews, published by McGraw-Hill in hardcover.
The book explains how to prepare, conduct, and analyze focus group sessions, and how to apply their findings to marketing strategies. It covers participant selection, the moderator's role, conflict management, research ethics, and leveraging resources to obtain qualitative information.
The work was published by McGraw-Hill on July 1, 1996; it consists of 325 pages and is written in English.
Aimed at marketing professionals, market researchers, and social science students interested in qualitative methodology.
