Essential to any student of the discipline, this textbook offers a comprehensive, applied approach to understanding and designing market research. Balancing the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques, this book is ideal for the novice researcher, and for those more familiar with the discipline. With an emphasis on both critical thinking and hands-on application, the textbook contains: several real life case studies; useful learning features such as key terms, definitions and discussion topics, and is supported by a companion website.

Planning and Conducting Focus Groups
Learning Objectives
  • Introduce focus groups and their advantages and disadvantages
  • Describe the steps in developing the focus group methodology
  • Explain the personal characteristics and skills needed in a moderator
  • Relate how group conflict can be minimized
  • Explore alternative methods of conducting focus groups
Everything You Need To Know Is On The World Wide Web: But Can You Understand It?

Students might not have thought much about pensions. However, their ...

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