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Author Langer, Judith, 1941-

Title The mirrored window : focus groups from a moderator's point of view / Judith Langer.

Publication Info. Ithaca, N.Y. : PMP, 2001.

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Location Call No. Status
 University of Saint Joseph: Pope Pius XII Library - Standard Shelving Location  361.322 L276M    Check Shelf
Description xvi, 256 pages : illustrations ; 24 cm
Contents 1. When to do qualitative research -- 2. High tech comes to high touch -- 3. Gearing up for groups -- 4. Managing field work -- 5. Screener and topic guide construction -- 6. Moderating: the listening loop -- 7. Beyond the basic Q & A: special techniques -- 8. The hardest part: analysis and implications -- 9. Mantrack study -- 10. The moderator as trend detective -- 11. 15 myths about qualitative research.
Note Includes index.
Subject Focus groups.
Marketing research.
Qualitative research.
ISBN 0967143942
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