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To a good many marketing people, focus groups have become identified with qualitative research. When they say, βWeβll do some qualβ, they mean theyβll do some focus groups. They expect these focus groups to tell them something. Most often the focus groups tell them nothing very useful.
Focus groups, at their inception, were never intended to provide answers. They were designed by sociologists and are most closely associated with Robert Merton, a giant of twentieth century sociology...
An Alternative to Focus Groups: Group Interviewing Using the Delphi Technique On-Line
This paper examines the defects of focus group research and suggests that a better alternative to focus group research is web-based surveys using the well-established Delphi Technique.
Qualitative research is an important part of marketing research today. When marketing managers say βweβll do some qualβ they almost always mean focus groups. Other types of qualitative research are rarely if ever considered.
The technique of data gathering known as focus group interviewing is...
Conducting Web-Based Surveys
Web-based surveys are becoming increasingly popular in marketing and social science research. The developing interest in Web-based surveying is not surprising as the Internet becomes an ever more useful, familiar and widely used means of communication.
Web-based surveying offers a number of advantages over more traditional CATI and mail techniques. Web-based surveys are faster and cheaper than telephone and mail surveys, and they avoid the error-prone, tedious and time-consuming task of...
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