The focus group: a strategic guide to organizing, conducting and analyzing the focus group interview
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Chicago, Ill. u.a.
Probus Publ. Co.
1994
|
| Ausgabe: | Rev. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIV, 308 S. |
| ISBN: | 1557385300 |
Internformat
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| 245 | 1 | 0 | |a The focus group |b a strategic guide to organizing, conducting and analyzing the focus group interview |c Jane Farley Templeton |
| 250 | |a Rev. ed. | ||
| 264 | 1 | |a Chicago, Ill. u.a. |b Probus Publ. Co. |c 1994 | |
| 300 | |a XIV, 308 S. | ||
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Datensatz im Suchindex
| _version_ | 1804124456055996416 |
|---|---|
| adam_text | Table of Contents
Preface x
Acknowledgments x
Foreword by Robert H.Albert xiii
1 Defining Focus Groups 1
Beware of Biases 4
c. The Focus Group Interview: The Physical Event 7
The Proposal 8
Planning a Focus Group Project 9
Toplines and Full Reports 30
3 The Technical Evolution 35
Growing Pains: How We Got Where We Are 35
Starting from Where We Are: Ways to
Mend the Situation 41
v
vi Table of Contents
4 The Technical Evolution II: The Second Coming 47
In the Beginning 47
Born Again 48
Meanwhile, Back at the Tube 49
5 The Theoretical Concept 51
To Buy or Not to Buy 58
People Boxes 59
Mind versus Body: Simplifying the Purchase Decision 60
6 The Soul of a Focus Group (or: Events Inside the Skin ) 63
7 The Interpersonal Event 79
The Moderator as Prime Mover/Participant 81
The Researcher as Contractor 87
The Moderator as Partner 89
The Focus Group as Microcosm 94
8 Carry On Luggage 95
Dealing with People: 1. The Panelists 98
Dealing with People: 2. The Client 103
Dealing with Data 107
9 Writing the Report 113
Framing the Report: Background and Purpose 114
Making the Data Accessible 115
Shifting Gears 116
The Predispositions 119
Reactions to Presented Materials 130
The Summary, Implications, and Recommendations 132
10 The Functional Tool 135
Focus Groups as Tools of Exploration 138
Exploratory Probes in Product Repositioning 146
What s in a Name? The Question of Aegis 148
Translating Survey Questions into Target ese 150
Using Focus Groups for Show 152
Table of Contents vii
The Use of Focus Groups in Studying
Creative Concepts and Executions 153
Qualitative Research Reified 155
11 Choosing Panelists 157
A Mixed Bag or a Matched Set: The Homogeneous/
Heterogeneous Issue 165
Who s on First: The Question of Multiple Interviewers 171
12 How to Be the Best Possible Client and How
to Be the Best Possible Researcher 173
What Am I Bid? Getting Together 176
A Stitch in Time: Planning 182
Through a Glass Darkly: Doing and Viewing Groups 184
The Report Preparation Period 192
After the Ball: Best Possible Researchers and Clients
between Assignments 195
13 Coping with Problem Groups 197
Coping with Moderator/Client Hazards 200
Confronting Fallibility in the Field 203
Grappling with Acts of God 206
14 Focus on: Tomorrow 215
Afterword 219
Appendices:
A Six Week Schedule for a Focus Group Project 223
B Qualitative Research Proposal for Sales
Marketing Management 227
Research Objectives 227
Method 228
Qualifications for Panel Eligibility 228
Locations and Number of Groups 229
Time and Charges 229
viii Table of Contents
G Sample Screening Device for Selecting Focus Group
Panelists—Sales Marketing Management 231
D Discussion Guide for Sales Marketing Management 235
E Sample Introduction to Focus Group Panelists 241
F How to Score the Buzzword List 245
List of Buzzwords 246
VJI Short Report Exploration of Consumer Responses
to Introductory Concepts for Cocktail Mixers 251
Background and Purpose 251
Method and Procedures 252
Sample 255
Summary of Findings 255
Reactions to Creative Materials 260
Implications 265
H Full Report 267
Background and Purpose 268
Specific Question Areas 269
Method and Procedure 270
Implications and Recommendations 273
Summary of Findings 278
Appendix: Panelist Scenarios 299
Index 303
|
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| isbn | 1557385300 |
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| physical | XIV, 308 S. |
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| spelling | Templeton, Jane F. Verfasser aut The focus group a strategic guide to organizing, conducting and analyzing the focus group interview Jane Farley Templeton Rev. ed. Chicago, Ill. u.a. Probus Publ. Co. 1994 XIV, 308 S. txt rdacontent n rdamedia nc rdacarrier Advertising Research Focus groups Marketing research Verhandlungsführung (DE-588)4187777-9 gnd rswk-swf (DE-588)4048476-2 Ratgeber gnd-content Verhandlungsführung (DE-588)4187777-9 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006682247&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Templeton, Jane F. The focus group a strategic guide to organizing, conducting and analyzing the focus group interview Advertising Research Focus groups Marketing research Verhandlungsführung (DE-588)4187777-9 gnd |
| subject_GND | (DE-588)4187777-9 (DE-588)4048476-2 |
| title | The focus group a strategic guide to organizing, conducting and analyzing the focus group interview |
| title_auth | The focus group a strategic guide to organizing, conducting and analyzing the focus group interview |
| title_exact_search | The focus group a strategic guide to organizing, conducting and analyzing the focus group interview |
| title_full | The focus group a strategic guide to organizing, conducting and analyzing the focus group interview Jane Farley Templeton |
| title_fullStr | The focus group a strategic guide to organizing, conducting and analyzing the focus group interview Jane Farley Templeton |
| title_full_unstemmed | The focus group a strategic guide to organizing, conducting and analyzing the focus group interview Jane Farley Templeton |
| title_short | The focus group |
| title_sort | the focus group a strategic guide to organizing conducting and analyzing the focus group interview |
| title_sub | a strategic guide to organizing, conducting and analyzing the focus group interview |
| topic | Advertising Research Focus groups Marketing research Verhandlungsführung (DE-588)4187777-9 gnd |
| topic_facet | Advertising Research Focus groups Marketing research Verhandlungsführung Ratgeber |
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