The Group Depth Interview: Its Principles and Practices (Ph/Ama Series in Marketing)

his solid, comprehensive treatment of qualitative research by Alfred E. Goldman, Ph.D. and Susan Schwartz McDonald, Ph.D. presents both theory and practice, with a primary emphasis on the practical use of group interview methodologies to develop effective marketing insights. The volume is appropriate for moderators as well as marketing research generalists; product and marketing managers; and marketing educators. The Group Depth Interview is also suitable as a supplement to courses in consumer behavior, market research, and qualitative research.