Whats a good book for marketing research methods?
The classic book in the area is Marketing Research, by Gilbert Churchill. My colleagues also recommend Voices into Choices, by Burchill and Brodie (Joiner Press) which is useful for organizing qualitative research (sampling, preparation, analysis). While they don’t talk about focus groups directly, they do cover interview technique, and much of that would apply to focus group research as well. Another highly recommended book on qualitative approaches is Customer Sight Visits, by Ed McQuarrie.
