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Marketing Research Articles Related to Qualitative Recruiting and Focus Group Recruiting

Marketing Research Articles Related to Qualitative Recruiting

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A method for finding 'virgin' respondents

Published
December 1988
Author
Virginia Smith
Abstract
The researchers used a sample of their mailed survey respondents to a “Get Paid for Your Opinions” direct mail effort to explore the makeup of study recruits. Participants responded to a questionnaire through phone or mailed responses. This study is one of the first to combine information about lifetime experience in focus groups with reasons for wanting to participate in them, as well as demographic data.

Retooling the focus group to business-to-business research

Published
April 1991
Author
Daniel Oromaner
Abstract
This article discusses five key areas of difference between industrial and consumer qualitative research projects: specialized recruitment, limited populations, confidentiality, subject matter expertise and dominant group members. The author offers potential strategies for challenges associated with business-to-business focus groups.

New measuring sticks for media and other marketing-mix variables

Published
February 1991
Author
Michael J. Wolfe
Abstract
This article reviews how single-source marketing information has led to practical ways of modeling and understanding the impact of advertising and promotion on product sales. The article discusses ways that marketers might want to view such information to understand brand performance in different geographic markets and implications this might have on marketing strategies. The authors discuss the future of marketing-mix modeling efforts and the impact that these efforts are likely to have on more traditional marketing and advertising research.

Designing screening questionnaires to minimize dishonest answers

Published
May 1991
Author
Kevin M. Waters
Abstract
The screening process for participants builds the foundation for reliable and valid data collection. This article describes how screening questionnaires should be designed to maximize the likelihood of obtaining honest answers from respondents to various selection criteria questions. Examples presented include the addition of a "dummy" termination question, the use of dummy variables or categories, and/or the use of an open-ended question instead of a closed-ended one.

How NOT to recruit for a focus group: reconstruction of an actual interview

Published
April 1992
Author
Jim Schwartz, Ph.D.
Abstract
This article describes an example of improper focus group recruitment and offers a number of suggestions for avoiding improper recruitment such as careful design of the questionnaire and screening criteria, quality control measures and timing considerations.

How qualitative researchers see the consumer of the 90s

Published
December 1992
Author
Judith Langer
Abstract
Over 40 qualitative researchers shared their insights about the current state of the consumer. The Qualitative Research Consultants Association (QRCA) conducted its first Trends Identification Project with the goal of asking its members if the 1990s consumer is different from the 1980s consumer. Members responded to a questionnaire with open-ended questions and two closed-end questions. Five members of the QRCA board also participated in a telephone focus group for the study.

The latest findings of an ongoing study of why respondents participate in focus groups

Published
June 1992
Author
Alice Rodgers
Abstract
This article reports findings from Phase III of research into why people participate in focus groups. Phase III was a larger quantitative study in which 1,640 respondents completed questionnaires after participating in a focus group. Phase I of this research was a quantitative study reported on in the article "Take the money and run?" which appeared in the May 1990 issue of Quirk's. Phase II was a qualitative study designed to determine if people would participate in a focus group without being paid, with the results published in the article "Money isn't everything," which appeared in the December 1990 Quirk’s.

When a Hispanic is not a Hispanic: issues in conducting Hispanic qualitative research

Published
November 1992
Authors
Felipe Korzenny and Betty Ann Korzenny
Abstract
This article addresses the intricacies of identifying Hispanic respondents for qualitative research and continues with suggestions for culturally appropriate recruitment, facilities and language interpretation.

Writing effective screeners

Published
December 1995
Authors
H. Grace Fuller and Gerard Pampalone
Abstract
Screeners can be a valuable asset to qualitative researchers. This article provides some guidelines for effective screener development.

Recruiting problems: How much responsibility should moderators shoulder?

Published
December 1995
Author
H. Grace Fuller
Abstract
Clients sometimes request a very short turnaround - too often for no clear reason. Problems can occur in the field under the best of circumstances. Short turnaround can create challenges, if not problems. This article discusses the importance of researcher consultants and moderators having enough time to prepare for and conduct clients’ projects.

Some thoughts on focus group recruiting

Published
February 1995
Author
Rhoda Schild
Abstract
Recruiting appropriate participants for a focus group is crucial to focus group success. This article discusses focus group recruiting, including what can go wrong, how information is obtained and screeners.

Notes on focus group recruiting

Published
December 1998
Author
Rhoda Schild
Abstract
Recruiting is the agenda for clients when it comes to focus groups, yet the task is often done poorly. This article discusses focus group recruiting, including advice for clients and facilities.

The art and science of effective qualitative interviews

Published
December 1998
Author
Naomi R. Henderson
Abstract
To get the right results, you need the right tool. This article discusses in-depth interviews, including appropriateness, researcher selection, benefits and drawbacks, respondent recruitment, pricing and data analysis.

Guidelines for screening and re-screening

Published
December 1999
Authors
Nancy Kolkebeck and Merrill Shugoll
Abstract
The Marketing Research Association and Qualitative Research Consultants Association’s Joint Committee has been working on the issues of cheaters and repeaters during 1999. This article reports on the most recent recommendations of the Joint Committee’s Screener/Re-screener Task Force.

Sample size for qualitative research

Published
December 2000
Author
Peter DePaulo
Abstract
How large should the sample size be in a qualitative study? This article discusses the importance of sample size in qualitative research.

For international focus groups, local is best

Published
December 2000
Author
Kenny Kuhn
Abstract
Conducting focus groups abroad isn’t the same as conducting them in one’s home country. This article discusses conducting focus groups internationally, including moderator, recruiter, and facility selection; materials translation; moderator briefing; translator; and preparation.

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.

Gaining a clearer picture of customers in the focus group recruitment process

Published
January 2000
Author
Janet Stanfel
Abstract
The standard approach to recruiting focus group participants is to screen for people who fit specific predetermined criteria. However, the author recommends adding a quantitative component to maximize the value of qualitative focus group research. By simply adding a few questions to a focus group screener, companies can make more effective use of the customer contacts that are being made without a significant increase in costs.

Recruiting for focus groups on colorectal cancer required a creatitve approach

Published
December 2001
Author
Debra Power
Abstract
Recruitment and execution of focus groups has become a major challenge for marketing and research firms in recent years. Research firms are forced to develop new and innovative ways to reach out to the general population. This article presents a case to provide some guidance to overcoming these challenges.

In-store recruiting offers an alternative to standard techniques

Published
December 2001
Author
John Morrow
Abstract
Recruiting is an important factor in achieving good research results: quality respondents make a difference in the quality of research. This article discusses the importance of having quality respondents and how to recruit them.