David W. Stewart

Stressing the interaction of the moderator and group as well as the mechanics of designing, conducting and interpreting the outcome of focus groups, this work provides a systematic treatment of focus group interviews within the context of social science research and theory.

"This book features a unique blend of core concepts and brief, international case studies in marketing. Each chapter presents a set of core concepts, frameworks, and tools, followed by five or more short, lively international case studies illustrating how the concepts and tools can be applied in the real world. The case studies are specifically designed to encourage readers to pursue additional independent research and to encourage them to articulate and defend their decisions. Throughout, the emphasis is on the reader as a marketing professional in the thick of it and responsible for the decisions they make"--

'Secondary Research' has been revised to give the latest information on computer-based storage and retrieval systems. The second edition features expanded coverage of computer-based information, including a new chapter on CD-ROM products and updated coverage of on-line information search services.