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Marketing Research Articles Related to Online Focus Groups

Marketing Research Articles Related to Online Focus Groups

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In defense of on-line focus groups

Published
June 1995
Authors
Amy Yoffie and Marj Anzalone
Abstract
There has been debate about the value of online research, particularly online focus groups. This article defends this research method, discussing its benefits.

Focus groups on the Internet: an interesting idea but not a good one

Published
May 1995
Author
Thomas Greenbaum
Abstract
The rapid growth and increased popularity of the Internet have created a new avenue for researchers to reach consumers. However, not all types of research are viable online. This article discusses how and why the Internet is not a viable method for conducting focus groups.

Is 'Internet focus group' an oxymoron?

Published
December 1998
Author
Beth Solomon
Abstract
The curiosity of many marketers about Internet research is tempered by a sense of caution. This article discusses Internet focus groups, noting differences from traditional focus groups and possibilities for using this newer technique.

Online research: playing to the Web's strengths

Published
July 1998
Author
Amy Yoffie
Abstract
A company conducted online focus groups to learn about the relationship between its product and GenXers. In addition, the company conducted face-to-face focus groups.

Internet focus groups are not focus groups - so don't call them that

Published
July 1998
Author
Thomas Greenbaum
Abstract
The article describes several ways in which the basic principles that make focus groups an effective marketing research technique are not present in the Internet environment. While calling for the continued exploration of qualitative research techniques online, the author calls on researchers to stop using the term "focus group" when referring to online qualitative research.

Online focus groups: Mainstream in the millennium?

Published
December 1999
Author
Gina Thorne
Abstract
While online focus groups are growing in frequency, this tool has not yet come of age. This article discusses the state of online focus groups, including suitable areas for their use.

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.

Online qualitative research task force: report of findings

Published
December 2000
Authors
Casey Sweet and Jeff Walkowski
Abstract
Use of the Internet as a research tool is firmly established in the quantitative research industry, but this is not the case in the qualitative research industry. The board of directors of the Qualitative Research Consultants Association (QRCA) established an online qualitative research task force in the summer of 1999 to explore the Internet as a research medium. A summary of the task force’s work was presented at the QRCA conference in San Diego in October. This article provides highlights of that presentation.

Using online focus groups for e-commerce research

Published
June 2000
Author
Winslow "Bud" Johnson
Abstract
E-commerce represents an unprecedented direct-to-customer marketing opportunity. The problem with e-commerce is the large number of players. This article discusses how online focus groups can be used to learn what motivates Internet customers and prospects, including how the technique can help determine how the target audience gathers information on the Web, how they feel about messages companies are sending, some of the benefits and concerns of using this technique, and a few key tips for using online focus groups for e-commerce research.

Add online focus group viewing to the list of benefits the Web offers researchers

Published
March 2000
Author
David Nelems
Abstract
Here the Internet advantage of streaming media is reviewed. The article explains what streaming media is and how it adds flexibility and convenience to the use of focus groups. Issues of security, quality, and technical skill are also covered.

Online focus groups now viable for international research

Published
November 2000
Author
Trenton Haack
Abstract
With the click of a button, international communication - international research - is a reality. This article discusses conducting focus groups online, including key considerations.

Tips for selecting a real-time virtual focus group facility

Published
December 2001
Author
Jeff Walkowski
Abstract
Tightened budgets and heightened concerns about air travel are prompting companies to consider alternatives to face-to-face groups. This article discusses real-time groups, which are the more frequently used type of online focus groups today.

Successful online qualitative market research

Published
July 2001
Author
David P. Bradford
Abstract
Every research methodology has its challenges. Using research studies for support, this article addresses online qualitative market research, including a comparison to traditional methods, moderators and recruitment.

Online focus group FAQs

Published
July 2001
Author
Monica Zinchiak
Abstract
Acceptance of online focus groups by qualitative researchers has increased with advances in technique and technology. This article discusses how to successfully execute an online focus group, including application issues, recruitment and respondents, mechanics, and moderation and analysis.

Respondents share their thoughts on participating in online bulletin board research

Published
July 2002
Author
Theo Downes-Le Guin
Abstract
As a method for conducting qualitative research, online bulletin boards continue to grow in popularity. This article discusses how participants feel about this new approach to giving qualitative feedback, including convenience and discussion quality.

Online research from the participant's perspective

Published
July 2002
Author
Mary Beth Solomon
Abstract
Online research is an avenue through which companies large and small learn more about their brands and forge relationships with customers. This article discusses online research, including pros and cons perceived by respondents.

Combining online and traditional methods to enhance qualitative studies

Published
June 2002
Author
Lisa Kindig
Abstract
Depending on the project, pairing face-to-face and online methods may be the most efficient and effective way to gather information. This article discusses the two methods of research.

Research on new financial services product shows that laddering can be conducted online

Published
June 2002
Authors
Kalpana Biswas, Brenda K. Johnson and Diane Liewehr
Abstract
Chase used online laddering drills as part of its quantitative and qualitative research for a new financial product.

Qualitatively Speaking: Online focus groups...here today, not gone tomorrow

Published
June 2002
Author
Amy Yoffie
Abstract
Although online groups have been available for at least seven years, vehement prejudice against the methodology remains. This article addresses the reasons given for not using online focus groups and debunks them.

Clients aren't ready to give up on the traditional focus group

Published
December 2003
Authors
Judith Langer and Jon Last
Abstract
Focus groups are increasingly drawing criticism. To explore the role of focus groups today, a sample of research decision makers, past clients of a New York research company, advertisers of the Golf Digest Companies and other clients were surveyed. This article details the survey and its results.