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Marketing Research Articles Related to Focus Group Moderating

Marketing Research Articles Related to Focus Group Moderating

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15 keys to a successful relationship with your qualitative researcher

Published
December 2005
Author
Diane M. Harris
Abstract
A veteran qualitative researcher shares several tips on how clients can enhance the relationship with their research providers. Flexibility, honesty and patience are among the attributes she discusses.

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 group experiment tests remote moderating by telephone and video

Published
July 2002
Authors
Sharon Livingston, Peter DePaulo and Joel Raphael
Abstract
The online market research community is flourishing. This article discusses the growth of online research, highlighting the importance of privacy and the challenge of security.

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 adding digital collage to your qualitative research

Published
December 2010
Author
Carey Rellis
Abstract
In taking the collage process digital, researchers can save time and money and ease the burden on focus group participants by giving them simple tools to bypass the glue sticks and magazine images.

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 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.

A physician-targeted research approach for new product/drug launches

Published
June 2001
Authors
Murray Simon and Michael Latta
Abstract
New product/drug launch research methodology has been evolving. This article discusses the NP/4P paradigm, a research model for developing new product/drug launch strategies using a pre-launch, four-phase program that begins and ends with qualitative research.

A qualitative approach to consumer-based concept development

Published
December 2005
Author
Judith Lerner
Abstract
A method for building concept statements with consumers to get at what is truly important to them is outlined. Words or phrases are written on cards and shown to respondents, who sort them based on relevance, appeal and similarity. The underlying emotional reasons for the sort can be probed, leading to insights into consumer motivation that might not otherwise be apparent.

A support-group approach to qualitative research

Published
June 2006
Author
Will Leskin
Abstract
The author uses a case history involving Type II diabetes to discuss the method of using a support-group approach to focus groups with sufferers of medical ailments. This type of research creates a safe environment in which patients feel free to share experiences, behaviors and attitudes they may not normally reveal.

A veteran moderator shares her thoughts on the focus group process

Published
December 2006
Author
Mary Reynolds
Abstract
A long-time moderator offers her thoughts on the qualities of a great moderator, what makes an ideal focus group client and her view of the perfect focus group.

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.

Applying projective techniques to qualitative research

Published
December 2002
Author
Van Terradot
Abstract
Projective techniques derive from the concept of projection. This article discusses using projective techniques in focus groups, including operating principles of projective groups, disadvantages and limits of the technique, and projective groups in international surveys.

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.