Mastering Focus Groups and Depth Interviews: A Practitioner's Guide. Este artículo no está disponible.Mastering Focus Groups and Depth Interviews: A Practitioner's Guide

In this practical handbook, author Roger Straus shares insights, tips, and wisdom acquired from his decades-spanning career as a moderator and depth interviewer. You'll find practical tips for responding to an RFP (including budget considerations that are not always obvious), planning a depth-research project, working with research facilities, conducting the research, and conveying your findings to your clients. Focusing on six applications for depth methods, Straus explains that focus groups and depth interviews can be used for much more than preliminary research and ideation exercises. He takes you through the Five-Question process for planning a group, addressing Who?, How Many?, Where? When?, and How?. In addition to discussing each of these critical questions, he offers scores of useful best-practice tips that you can put to use immediately. You’ll also find valuable advice for integrating qualitative and quantitative research and for choosing the best approach to your research project, with extensive discussion points weighing the benefits of in-person groups and interviews vs. on-line, synchronous and asynchronous methods. Recommended for professionals in market research, product development, government, sociological practice and public policy research, especially for those who might be new to the discipline.

Roger A. Straus PH.D. has over 25 years of experience as a marketing researcher and sociological practitioner. He is a certified Clinical Sociologist. He currently divides his time between his role as a vice president with the Blackstone Group and his independent consulting practice. He has served as a research executive with such leading custom research houses as GfK, TVG, Opinion Research Corporation, and National Analysis Division of Booz Allen Hamilton.