The New Science of Focus Groups. Alison Stein Wellner.
by Wellner, Alison Stein; ProQuest Information and Learning Company.
Series: SIRS Enduring Issues 2004Article 64Business. Publisher: American Demographics, 2003ISSN: 1522-3191;.Subject(s): Consumer behavior | Ethnology -- Methodology | Focused group interviewing | Internet marketing | Marketing research | Psychographics | Qualitative research | Target StoresDDC classification: 050 Summary: "Qualitative research is changing dramatically--taking its cues from such disciplines as ethnography, segmentation and cognitive science. As a result, some businesses believe they are gaining a better sense of consumers' true feelings about a product and whether they'll remember a particular ad. These focus groups--less clinical, more like real life--are arguably more revealing." (AMERICAN DEMOGRAPHICS) This article discusses how qualitative researchers are choosing to forgo the traditional focus group format and opting instead for "one-on-one interviews and borrowing cognitive science techniques, such as response latency and neuroimaging, to access emotions and feelings that consumers don't even know they're having."| Item type | Current location | Call number | Status | Date due |
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High School - old - to delete | REF SIRS 2004 Business Article 64 (Browse shelf) | Available |
Articles Contained in SIRS Enduring Issues 2004.
Originally Published: The New Science of Focus Groups, March 2003; pp. 29-33.
"Qualitative research is changing dramatically--taking its cues from such disciplines as ethnography, segmentation and cognitive science. As a result, some businesses believe they are gaining a better sense of consumers' true feelings about a product and whether they'll remember a particular ad. These focus groups--less clinical, more like real life--are arguably more revealing." (AMERICAN DEMOGRAPHICS) This article discusses how qualitative researchers are choosing to forgo the traditional focus group format and opting instead for "one-on-one interviews and borrowing cognitive science techniques, such as response latency and neuroimaging, to access emotions and feelings that consumers don't even know they're having."
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