Focus Groups

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Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Challenging the status quo: Qualitative research, because of its impressionistic and emotional characteristics, is often viewed as being in direct conflict with the more objective, measurable forms of quantitative research that are favored during the product development process. Yet qualitative methods are ideally suited to establishing the context in which consumers use a product and exploring the emotional connections that consumers have - or don't have - to a product. The author argues that both qualitative and quantitative methods have their place in the process and outlines how the two types can be used in concert for more effective product development.
How deep do you go?: When presenting research results, researchers excel by communicating an accurate and practical view of the business situation at hand and by knowing how to tailor their presentation to the needs of their many audiences. Some groups require a minute level of analysis, some a broader view. Knowing when to employ each type of approach is the key to making research findings relevant and helpful to your audience.
Old methods, new approaches: QRCA members explain how current technology helps them conduct more effective qualitative research. Profiled tools include online bulletin boards and Webconferencing.
Qualitatively Speaking: Learning from the little ones: The author offers real-world tips on conducting qualitative research with kids, touching on everything from keeping young respondents from falling asleep to the dangers of revolving chairs.
Call the right play: Four different theories on when to introduce a brand in a TV ad are explored, including examples of the best situations in which to use each approach and each one's strengths and weaknesses.

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There are 492 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

This is not a leading question, is it?: Market research professionals take pride in their objectivity. This article discusses avoiding leading respondents and how to create interviews that emphasize objectivity.
Thinking of focus group participants as collaborators: We are living in a much savvier world than when focus groups were first used. Focus groups and their major variations (IDIs and mini-groups) have become a part of the mainstream, not only of marketing and public policy research, but of the working knowledge of the reasonably well-informed. This article discusses rethinking the role of focus group participants.
The writing on the wall: Process art is a useful qualitative research tool that not only presents research findings, but also enhances individuals’ involvement and interest. This article discusses process art, including a case history.
The value of retaining customers: First Union Home Equity Corporation conducted a study using secondary research on other companies and meetings with an international management consulting firm, a former AT&T executive, and a USAA retention specialist to improve customer retention.
What respondents should expect: An open letter to qualitative research participants: Respondents are essential to the research process. With potential respondents becoming increasingly reluctant to participate and concern about inappropriate research respondents, researchers may struggle with obtaining legitimate respondents. This article offers information and guidelines directly to potential qualitative research respondents.

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Related Glossary Terms

Focus group: A qualitative market research technique in which a group of participants (approx. 10) of common demographics, attitudes, or purchase patterns are led through a discussion of a particular topic by a trained moderator.

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Related Associations

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Related Events

MRA"S ENGAGING THE RESEARCH RESPONDENT WEBINAR: May 20 Webinar, 2008; The MRA will hold a webinar hosted by Jen Drolet of iModerate, themed "Engaging the Research Respondent," on May 20. For more information visit www.mra-net.org.
AMA MARKETING RESEARCH BOOT CAMP: May 22-23, 2008; The American Marketing Association will hold its Marketing Research Boot Camp on May 22-23 at the Embassy Suites in Chicago. For more information visit www.marketingpower.com.

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