A core overview of research methods in marketing, focusing on the full process from developing your question to data gathering and analysis. Chapter 8 covers focus groups.

Focus Group Methodology is an introductory text which leads readers through the entire process of designing a focus group study, from conducting interviews to analysing data and presenting the findings. It also includes discussions on cross-cultural and virtual focus groups.

An overview of qualitative research methods as used in the business sector. Chapter 12 covers focus groups.