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The focus group : a strategic guide to organizing, conducting and analyzing the focus group interview / Jane Farley Templeton.
LIBRA HF5415.2 .T46 1994
Available from offsite location
- Format:
- Book
- Author/Creator:
- Templeton, Jane Farley.
- Language:
- English
- Subjects (All):
- Focus groups.
- Marketing research.
- Advertising--Research.
- Advertising.
- Physical Description:
- xiv, 308 pages ; 24 cm
- Edition:
- Revised edition.
- Place of Publication:
- Burr Ridge, Ill. : Irwin Professional Pub., [1994]
- Contents:
- Foreword / Robert H. Albert
- 1. Defining Focus Groups
- 2. The Focus-Group Interview: The Physical Event
- 3. The Technical Evolution
- 4. The Technical Evolution II: The Second Coming
- 5. The Theoretical Concept
- 6. The Soul of a Focus Group (or: "Events Inside the Skin")
- 7. The Interpersonal Event
- 8. Carry-On Luggage
- 9. Writing the Report
- 10. The Functional Tool
- 11. Choosing Panelists
- 12. How to Be the "Best Possible" Client and How to Be the "Best Possible" Researcher
- 13. Coping with Problem Groups
- 14. Focus on: Tomorrow
- App. A Six-Week Schedule for a Focus-Group Project
- App. B Qualitative Research Proposal for Sales & Marketing Management
- App. C Sample Screening Device for Selecting Focus-Group Panelists
- Sales & Marketing Management
- App. D Discussion Guide for Sales & Marketing Management
- App. E Sample Introduction to Focus-Group Panelists
- App. F How to Score the "Buzzword" List
- App. G Short Report Exploration of Consumer Responses to Introductory Concepts for Cocktail Mixers
- App. H Full Report.
- Notes:
- Includes index.
- ISBN:
- 1557385300
- 9781557385307
- OCLC:
- 33135311
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