The Mirrored Window: Focus Groups from a Moderator's Point of View. Judith Langer, PMP, 2001.
 
Focus Groups How-to Handbook
ISBN: 0967143942
 
Want to get more useful results from your focus groups? America's top moderator created this how-to handbook that shows you how. Includes a career's worth of tips, tactics and step-by-step advice. Focus groups are expensive. They can cost thousands per session. Plus, they can take weeks from start to finish to implement and analyze. In the end, the client may use results to inform million dollar decisions.
 
The book includes a case study of a qualitative research study into men's attitudes towards career, family, self-image, privacy and technology. The real-life transcripts included in this case study are fascinating and helpful for understanding how to probe consumers for useful answers. 
 
Secure binding with clean pages and mild cover wear with light rubbing. Hardcover book.