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Tables of Contents for Focus Group Research for Marketers
Chapter/Section Title
Page #
Page Count
A note about gender
9
2
Acknowledgements
11
2
Preface
13
2
The focus group interview technique
15
10
Sources of bias and their control in focus groups
25
16
Defining the moderator's role
41
6
Briefing the moderator
47
5
Group composition design
52
17
Screening potential respondents
69
15
Getting respondents to show up
84
6
Design and preparation of test exhibits
90
13
Moderator's guide design
103
13
Observing focus groups
116
9
Pest control in focus groups
125
7
Reading respondent preferences accurately
132
7
Individual depth interviews. A better option?
139
5
Unnamed focus groups
144
10
The Creative Group
154
9
Evaluating Moderators
163
10
Focus group cost control
173
26
Appendices
A --- Moderator's introductory remarks to respondents
181
8
B --- Respondent screening questionnaire
189
6
C --- Product concept statements
195
2
D --- About the author
197
2
Index
199