Focus Group Research Handbook

by Holly Edmunds

The Focus Group Research Handbook is a comprehensive guide to contracting with a market research vendor to create a customized focus group study for your business or organization. Author Holly Edmunds thoroughly explains and simplifies the methodology of focus group studies, and comprehensively outlines the steps you'll need to follow to implement and then analyze focus group research. From designing research vendor questionnaires, to selecting an effective moderator, from analyzing results to turning those results into workplace gains, this book will provide you with all the tools and tips you'll need to simplify the focus group process.

288 pages, Paperback

First published June 1, 1999

Reviews

[MSG · Rating 5 out of 5]

I have no experience doing focus groups for market research but am kicking off a research project with an outside firm so I wanted a baseline understanding of methodology and process; this book gave me exactly that. Excellent overview of focus groups, best practices, and examples. You'd need to supplement this if you're running the focus groups yourself but for someone who just needs to understand the basics, this is perfect.

[Policythinkshop Blogger · Rating 5 out of 5]

"Only experience can make you a "Master." This book will get you started and keep you on the road to leading and building deep group conversations that yield wisdom and consensus for community impact efforts." This book is must reading at The Policy ThinkShop

[Dr. Rana Alabdan · Rating 5 out of 5]

I just have this book today from the library. It is really useful to me in my research easy and understandable. It has many examples for the survey questions. I recommend this book for any student or researcher want to know about focus group.