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The Focus Group Research Handbook, by Holly Edmunds. Lincolnwood, IL: NTC Business Books, in conjunction with the American Marketing Association, 1999. Pp. x + 276. US$49.95. ISBN 0-8442-0288-6.
The focus group is one of the most widely used marketing research techniques. Over the years it has proved to be an invaluable method for managers to understand consumers, to test consumer reactions to marketing materials, and to try out new ideas. So flexible is the focus group that it has evolved beyond its origins into new forms and new fields of application.
With The Focus Group Research Handbook, Holly Edmunds presents a clearly and logically organised guide to conducting and using focus groups updated for the next century. Her expertise and experience with focus groups are used to good advantage. She presents the steps required to organise, conduct and report the findings from focus groups of many types. This handbook is comprehensive and designed for practical use. Each element of the focus group is described and explained. While intended for project managers, marketers, and even professional moderators, it can be read...