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Reforcusing Focus Groups

A Practical Guide

Robert J. Morais
eISBN-13: 9781941688137

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Additional Book Details

Focus groups are the most used and abused qualitative marketing research method. Refocusing Focus Groups by Robert J. Morais lays out, in simple terms, the best practices for planning, designing, conducting, and interpreting focus groups. This book draws upon perspectives and techniques from psychology and anthropology, along with decades of the author's and other experts' experience.
Refocusing Focus Groups will appeal to busy marketing, marketing research, and advertising professionals, students, and to anyone interested in consumer research.

Sold By PMP, Inc.
ISBNs 9780981986975, 0981986978, 9781941688137
Language English
Number of Pages 160