The Handbook for Focus Group Research

Rating:
Summary: Detailed & comprehensive Focus Group guideline
Review: Most of the Marketing Research text books have only mentioned the Purpose, Process and Management of Focus Group in a superficial manner. It is difficult to get to know the examples of Focus Group. This book can presents information on conducting market research with focus groups, discuss how to select and evaluate moderators and facilities and using the latest technology and innovative techniques to obtain more useful information.
It's a clear, logical and easy-to-read book that is highly recommended.

Rating:
Summary: Shallow and Redundant
Review: This book is absolutely useless unless it is your very initial introduction to the concept of a focus group. It is tremendously shallow, sophomoric and uninformative for professional marketers. Redundancies abound in this book, and much time is spent bemoaning focus group facilities' incompetence and other extraneous factors that only tangentially related to the real subject. Mr. Greenbaum offers no actual case studies to illuminate the utility of focus groups. His examples are vague and barely scratch the surface. It is unfortunate that the field of qualitative research is tainted by pseudo-experts of his ilk.