Pengarang: Thomas L. L. Greenbaum

‘Like every other agency research director, I suffer from focus-group anxiety. Pumping M&M′s behind the one-way mirror, I′m monitoring the groups, the moderator and the client simultaneously. It′s to …

As one of the most popular tools for gathering information in today′s marketplace, focus groups require understanding of purpose and good grounding in the technique to be effective. In The Handbook f …