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Understanding ROI in 60 minutes: Part II

As you likely recall, the first part of this article introduced a case study from the Clark firm, a six-branch car dealership that sells make-C vehicles. Part I explained how to use a control group to determine if the training was responsible for the recent sales success at one of the dealerships. The other dealerships, which did not receive the training, were control groups. This part of the article will explain how to use focus groups rather than control groups.

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Use of a Focus Group

In pract

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