Skip to: Main Content / Navigation

  • Facebook
  • Twitter
  • LinkedIn
  • Add This

Marketing Research Articles Related to Focus Group Moderating

Marketing Research Articles Related to Focus Group Moderating

Showing items 1-20 of 248.

Go

Sort

Refine Search

Date

* Login required for most articles published within the last three years

"Don't forget to do your homework"

Published
December 2001
Author
Tom McGee
Abstract
There are a variety of qualitative techniques available to the researcher. This article discusses the benefits of homework assignments to qualitative research.

"Keep it simple, sonny"

Published
December 2001
Author
Tim Huberty
Abstract
The 50-plus crowd has become a formidable one that will continue to grow as Baby Boomers continue to turn 50. Though the group is large, marketing researchers continue to validate research techniques for younger generations. This article addresses research techniques for adults over 50, of which there’s one rule that dominates: Keep is simple, sonny!

A complete examination

Published
January 1993
Author
Quirk's Staff
Abstract
Focus groups give a Dallas hospital insight into men's attitudes toward health care.

A focus group confession: "What's so bad about bean quantitative?"

Published
December 1998
Author
Tim Huberty
Abstract
Quantitative and qualitative research long have been incompatible. This article discusses and advocates the "Bean Test," a quantitative technique for use in focus groups.

A focus on food serves as food for thought:

Published
December 1995
Author
Jonathan E. Brill
Abstract
Good research with a focus group requires a good moderator. If and when a moderator asks for food and beverage to be given to group participants is telling. This article discusses providing food and beverage to a focus group, the importance of timing and what the timing says about the group moderator.

A guide to writing and evaluating qualitative research proposals

Published
December 2000
Author
Hy Mariampolski
Abstract
This article is adapted from the author’s upcoming textbook Qualitative Market Research: A Comprehensive Guide to Best Practices. The article’s guidelines for writing and evaluating qualitative research proposals include a discussion of unethical proposal practices.

A look at focus group moderators through the client's eyes

Published
May 1997
Author
Yvonne Martin Kidd
Abstract
The Qualitative Research Consultants Association designed a presentation for its 1996 national conference to encourage feedback from the client side so that focus group moderators can better understand and meet the needs of those who purchase and use their services. The discussion included four basic issue areas: the life of a client, moderator selection, qualities of a great moderator and business development.

A meeting of medical minds

Published
June 2006
Author
Gary Schwebach
Abstract
Physicians who serve as key opinion leaders are often quite hard to recruit for the marketing research process. Using the medical meeting approach, in which these opinion leaders are assembled for a focused discussion, can capture their interest, but strict ethical guidelines must be adhered to.

A moderator's view of focus group videoconferencing

Published
June 1996
Author
Thomas Greenbaum
Abstract
Focus group research has changed considerably during the last 30 years. This article discusses the greatest advantages of videoconferencing, the change with the greatest impact.

Add new dimensions to your focus group agendas

Published
February 1995
Author
Jan Newman
Abstract
Focus groups have been a popular research tool for decades. While the basic format has remained the same, there has been some growth in this area. This article discusses two successful focus group agendas that may add a new dimension of understanding to your product base.

* Affective positioning: how research can help marketers understand consumer emotions

Published
October 2010
Author
Roger A. Straus
Abstract
The author suggests that researchers and marketers alike would benefit from looking beyond a product, brand or company's natural positioning and also assess its rational, affective and relational positioning.

All together now: How client participation can enrich research

Published
April 2010
Author
Greg Cobb
Abstract
The division of labor between research vendors and research clients can sometimes be a detriment to a research project, as the client's knowledge of the industry is underutilized. The author suggests that in certain cases, greater insight can be gathered through increased client participation.

* An analysis of the past 20 years of client-side research buying

Published
October 2011
Author
Emily Goon, Quirk's Content Editor
Abstract
Two decades’ worth of data from the Quirk’s circulation database is examined to discover what shifts have taken place in the research industry - including the advent of online and the latest economic crisis - and to predict where it might be headed.

Anatomy of an online focus group

Published
December 1999
Author
Casey Sweet
Abstract
Online focus groups are gaining in popularity. This article details online focus groups, including screeners, recruitment and virtual facilities; discussion guide development and design; preparation; moderating; technical support; transcripts, analysis; and reporting.

* Appreciating the value of traditional research in a digital world

Published
June 2012
Author
Stephen Turner
Abstract
This article details the benefits unique to face-to-face research, including group bonding and access to nonverbal cues and metadata.

Are three heads (or more) better than one for moderating focus groups

Published
December 2000
Author
Melvin Prince
Abstract
Focus group methodology traditionally calls for a single moderator. This article examines the serial moderating technique, in which three to five moderators are employed for time intervals sufficient to cover major sections of the overall focus interview guide.

Asking effective focus group questions

Published
December 1994
Author
Naomi R. Henderson
Abstract
Focus groups are not helpful if the right questions aren’t asked. This article discusses asking effective focus group questions, including the key elements of good focus group research, the role and purpose of effective questions, question types, general questions to establish a base and the classic 10 questions for opening up areas for discussion.

Avoiding pitfalls in conducting Hispanic focus groups

Published
December 2000
Author
Jim Loretta
Abstract
If you are seriously looking to expand your bottom line, the Hispanic market is probably a good bet. This article discusses conducting qualitative research in the Hispanic market. Specifically, the author addresses three critical areas research must address in order to succeed in Hispanic qualitative or focus group research: screening, recruiting and moderating.

Backroom moderators...or How two perspectives are better than one

Published
December 1991
Author
Tim Huberty
Abstract
While focus groups and one-on-one interviews often use a two-way mirror so that clients can observe the dynamics unseen and discuss what is happening during the event, researchers usually only record what is happening on the user and moderator side of the mirror. The insights behind the mirror are lost. This article suggests that researchers use two moderators, one for each side of the mirror, to capture information from the back room as well as the front room.

<< Previous Page   Next Page >>

 

Comment on this article

comments powered by Disqus