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FOCUS GROUPS
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Firstly, there seem to be a host of very relevant books on the topic
that I would recommend looking into. You can find them at Amazon.com.
Here are a few that look especially pertinent and affordable -- you
can visit the "used and new" links on each book's Amazon web page to
see vendors that are selling the book via Amazon" (and check out
excerpts from some of them):
Focus Groups: A Practical Guide for Applied Research by Richard A.
Krueger
4 copies used and new from $8.45
http://www.amazon.com/exec/obidos/tg/detail/-/0803955677/102-6759770-0315302?v=glance&vi=reviews
[This book has been] the standard for learning how to conduct a focus
group. This new edition contains: a new chapter comparing and
contrasting market research, academic, nonprofit and participatory
approaches to focus group research; expanded descriptions on how to
plan focus group studies and do the analysis, including step-by-step
procedures; examples of questions that ask participants to do more
than just discuss, and suggestions on how to answer questions about
your focus group research.
Planning Focus Groups - 5 used & new from $20.00
http://www.amazon.com/exec/obidos/tg/detail/-/076190817X/ref=pd_sim_books_4/102-6759770-0315302?v=glance&s=books
Focus Groups as Qualitative Research - 5 used & new from $14.35
http://www.amazon.com/exec/obidos/tg/detail/-/0761903437/ref=lib_rd_ss_TBCV/102-6759770-0315302?v=glance&s=books&vi=reader&img=6#reader-link
In addition, the following are several links to articles on the topic
that I have found from my research:
How to Conduct Focus Group Research
http://www.slis.ualberta.ca/cap02/kristie/how_to_conduct_focus_group_resea.ht
Similar to most research methodologies, the first step involved in
conducting focus group research is to determine one's research
objectives. Once you have defined your objectives, you are then
equipped to determine whether or not a focus group is the best method
for achieving your objective ... -> see more at URL
FOCUS GROUPS
http://www.discoverysurveys.com/articles/focusgroups.htm
The basic guidelines for a successful focus group are the same,
whether you do it yourself or hire an outside moderator. A focus
group is a qualitative research technique for gathering information.
It can provide you with answers to how, what and why questions -- for
example, "What types of new topics would our readers like to see in
our magazine?" "Why do our readers subscribe?" "What is the best way
for us to position our magazine to potential new subscribers?" Why did
some readers decide not to renew?" --> see more at URL
Holding a focus group on a budget
http://www.buyerzone.com/features/savvy_shopper/savvyfocusgroups.html
You've got an idea for a new product, or a new tool for your web site,
or a new twist to your customer service, but you're not sure how it
will fly. How to avoid wasting money and resources? One way is with a
focus group. --> see more at URL
What are Focus Groups?
http://www.amstat.org/sections/srms/brochures/focusgroups.pdf
Qualitative data derived from focus groups are extremely valuable when
vivid and rich descriptions are needed. In fact, focus groups are an
increasingly
popular way to learn about opinions and attitudes. According to the
late political consultant Lee Atwater, the conversations in focus
groups give you
a sense of what makes people tick and a sense of what is going on with
people’s
minds and lives that you simply can’t --> see more at URL
Research Methodologies -
Focus groups, participant observation & content analysis
http://hsc.csu.edu.au/pta/scansw/diffres.html#anchor489672
The focus group involves three to eight people discussing a particular
issue or topic. It has a similar framework to the in-depth interview
but provides the opportunity for discussion between participants to
take place. Focus groups are particularly useful when 'issues' are
involved. For example immigration, the republic, women in the
workforce, youth unemployment, and tobacco company sponsorship of
sporting events. --> see more at URL
The Use and Misuse of Focus Groups
http://www.useit.com/papers/focusgroups.html
"Focus groups are a somewhat informal technique that can help you
assess user needs and feelings both before interface design and long
after implementation. In a focus group, you bring together from six to
nine users to discuss issues and concerns about the features of a user
interface. The group typically lasts about two hours and is run by a
moderator who maintains the group's focus. --> see more at URL
Several articles on the topic from Groups Plus, a focus groups company
http://www.groupsplus.com/pages/articles.htm
Four of around thirty articles by Tom Greenbaum of Groups Plus, Inc.
include...
- A Practical Approach To Identifying Professional Focus Group
Participants - Alert Magazine: Marketing Research Association
February, 2003
- Videoconferencing of Focus Groups: a good option if utilized
effectively.- Quirk's Marketing Research Review, October, 2002
- Action Steps for Small-Business Slow Periods?- Fairfield County
Business Journal, September, 2002
- Are You Leveraging The Expertise Of Your Focus Group Moderator?-
Quirk's Marketing Research Review, January --> see more at URL
- A FAQ on the topic is here: http://www.groupsplus.com/pages/faq.htm
--> see more at URL
ONLINE STARTUP KIT
==================
There seem to be some good book resources for this topic as well. I
would always recommend checking out books on such topics, as the
wealth of specific information can be extremely invaluable. Depending
on budget, used copies can afford you significant savings. Here are
some that stand out:
World Wide Web Marketing - 11 used & new from $7.95
http://www.amazon.com/exec/obidos/tg/detail/-/0471416215/ref=pd_sim_books_4/102-6759770-0315302?v=glance&s=books
Advertising on the internet - new and used from 95 cents
http://www.amazon.com/exec/obidos/tg/detail/-/047118330X/102-6759770-0315302?v=glance
Complete Guide to Internet Publicity: Creating and Launching
Successful Online Campaigns - 14 used & new from $20.99
http://www.amazon.com/exec/obidos/tg/detail/-/0071361146/qid=1066024419/sr=1-8/ref=sr_1_8/102-6759770-0315302?v=glance&s=books
The back cover quotes glowing reviews.
Here are the resources I've found through my research:
Dr. Wilson's Articles on Web Marketing
http://www.wilsonweb.com/articles/
There are dozens of articles at this site. Dr. Ralph F. Wilson is an
E-Commerce Consultant and has served as editor of Web Marketing Today
newsletter since 1995. His firm, Wilson Internet, has built more than
100 sites and online stores for small to medium sized businesses. He
also provides telephone consulting opportunities for strategy
development. Some articles have been translated into other languages.
In addition to these articles, see his articles on E-Commerce Topics.
--> see more at URL
Wilson Marketing Today Info Center
http://www.wilsonweb.com/webmarket/
Here you'll find links to thousands of on-line articles about
effective Web marketing and to on-line resources for business. From
its beginning in August 1995, the Web Marketing Info Center has become
the most comprehensive Web marketing site of its kind on the Internet.
Keep checking. We add articles and resources to this award-winning Web
site every month... --> see more at URL
How to Advertise on the Web
http://www.dbmarketing.com/articles/Art180.htm
The Internet has grown so fast that virtually all large companies are
trying to decide how to use it to reach their customers and prospects.
There are more than a million web sites out there. A couple of
thousand of them accept banner advertising. If you are interested in
reaching prospects, where should you place your banner ad? --> see
more at URL
How to market your website. What it takes to get more hits
http://www.siterightnow.net/MarketingYourSite.html
Will anyone find your Website? Not unless you put some work into it. I
think one of the most common misconceptions people have when they
build a website is that people will miraculously find you. This is
just not the case. --> see more at URL
Website Marketing 101 - Marketing a Commercial Website
http://www.wordsinarow.com/marketing.html
"Marketing", for our purpose here, means to offer one's product (or
service) for sale in the particular marketplace called the World Wide
Web. Marketing on the web has its own rules, procedures and methods.
Make the distinction that you aren't actually marketing your WEBSITE,
you are marketing your PRODUCTS or SERVICES, using your website and
other online avenues to do so. --> see more at URL
Marketing 101
http://webmasterzero.hypermart.net/marketing/marketing101/marketing101.shtml
So you want to promote your website, eh? Well, I'll tell you right
now, it's not going to be easy -- unless you have a LOT of cash to
spend. This section will teach you how to properly market your site
for as little cash as possible, maybe even for free. I recommend that
you go through the articles in order. --> see more at URL
About.com's specific section on Online Advertising, featuring several
articles
http://advertising.about.com/cs/onlineadvertising/
A variety of free eBooks on the topic
http://www.web-source.net/free_ebooks.htm
Additional link:
Understand Internet Marketing in 3 Hours -- a $19 white paper on the
topic
http://www.web-visibility.net/internet-strategy.htm
Priced at $19, Understand Web Marketing in 3 Hours summarizes what
might otherwise take weeks of effort and thought to ascertain from web
surfing. Further, unlike many, this document is not a teaser for
other products or services. It is a one off, self contained summary
of what you need to know. It comes with a 30 day, no questions asked
money back guarantee.
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