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Title: The Mirrored Window: Focus Groups from a Moderator's Point of View by Judith Langer ISBN: 0-9671439-4-2 Publisher: Pmp Pub. Date: 26 February, 2001 Format: Hardcover Volumes: 1 List Price(USD): $49.95 |
Average Customer Rating: 5 (3 reviews)
Rating: 5
Summary: For all aspiring marketing professionals
Comment: In The Mirrored Window: Focus Groups From A Moderator's Point Of View, Judith Langer (senior vice president of Langer/Roper Qualitative Research Division) draws upon her more that twenty years of experience and expertise to cogently clearly explain the role and performance of the focus group as an important aspect of the marketing process. With the use of examples drawn from a variety of different industries (including parts of an actual transcript from focus groups for Playboy Enterprises), Langer illustrated the client's role, offers tips for controlling rambunctious groups, and how to energize groups that lag or get distracted from the targeted issue or presentation. The Mirrored Window is essential reading for all aspiring marketing professionals and is a core addition to any Marketing or Business School reference library.
Rating: 5
Summary: Refreshing Resource
Comment: This outstanding book has become my preferred resource as I develop in the practice of qualitative research consulting on Judith Langer's side of the mirror after years in the back room. It provides a comprehensive, intelligent and thoughtful approach to qualitative research that I highly recommend for anyone involved in learning more about consumers. I especially enjoyed discovering her process for writing actionable, meaningful moderator reports. The challenge of conducting analysis and developing implications is demystified, thanks to Ms. Langer.
Rating: 5
Summary: Expert Moderator Tells All!
Comment: Whether you're looking at using focus groups for the first time, looking for ways to make your projects more productive, or looking to make your facility the regional star, look no further. Expert moderator JUDITH LANGER guides you to success step-by-step, using real examples, from defining your project to writing the report.
o Compare the advantages of focus group research over quantitative studies.
o Understand the process and timing for selecting a facility, scheduling groups, screening respondents, re-screening respondents, conducting sessions, and reviewing results. Learn which features and services to look for when selecting a facility.
o Find out what you need to know about cheaters, repeaters, and deceivers. Learn how to deal with know-it-alls, people who talk too much, respondents who are rude, and conversations that stray off the topic at hand.
o Review dozens of tips, actual phrases and signals you can use to keep a group on track-how to get the group talking, how to ask questions without biasing responses, how to control group dynamics, when to probe and when to use a firm hand.
Get the most out of your sessions and research dollars. As a client, learn when to speak up and when to let the moderator do her job. As a moderator, learn how to address client concerns and how to deliver the most value to them-Every Time!
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Title: Beyond Listening: Learning the Secret Language of Focus Groups by Bonnie Goebert, Herma Rosenthal ISBN: 0471395625 Publisher: Wiley Pub. Date: 21 November, 2001 List Price(USD): $29.95 |
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Title: Moderating To The Max: A Full-Tilt Guide to Creative Insightful Focus Groups and Depth Interviews by Jean Bystedt, Siri Lynn, Deborah Potts, Gregg Fraley ISBN: 0972529012 Publisher: Paramount Market Publishing Pub. Date: August, 2003 List Price(USD): $34.95 |
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Title: Observational Research Handbook: Understanding How Consumers Live with Your Product by Bill Abrams ISBN: 065800073X Publisher: McGraw-Hill Companies Pub. Date: 01 March, 2000 List Price(USD): $49.95 |
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Title: How Customers Think: Essential Insights into the Mind of the Market by Gerald Zaltman ISBN: 1578518261 Publisher: Harvard Business School Press Pub. Date: 21 February, 2003 List Price(USD): $29.95 |
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Title: Focus Group Research Handbook by Holly Edmunds ISBN: 0658002481 Publisher: NTC/Contemporary Publishing Company Pub. Date: 01 February, 2000 List Price(USD): $24.95 |
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