Focus Group Moderating Resources

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.

A revised paradigm for Hispanic acculturation

To effectively understand Hispanic consumers, you must go beyond language and incorporate a range of cultural influences, the authors argue.

Conducting ethnographic research with Hispanic consumers

Through tips and a case study example, the authors explain the value of using ethnographic research methods to better understand the Hispanic market.

How qualitative research helped AARP reach a new audience with its LifeTuner site

Uncertain of how prominently to brand a new site offering financial advice for 25-to-34-year-olds, AARP relied on one-on-one interviews for guidance.

In Case You Missed It... February 2012

News and notes on marketing and marketing research: Cash vs. credit; QR code shortcomings

Qualitatively Speaking: The irreplaceable on-site ethnographer

Online qualitative is growing in popularity, the author admits, but sometimes there’s no substitute for actually being there.

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Related Articles

There are 689 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Digital recording of qualitative interviews

Qualitative researchers are under increasing pressure to turn around results quickly with little time to examine the data. This article discusses digital recording, a promising technique when time and budget are limited.

Old folks ain't old folks anymore

People in marketing and advertising need to drastically alter their perceptions of 50-plus consumers, as Baby Boomers turn 50. There will be a need to look more closely at the social and economic changes that characterize today’s mature market, and advertisers will need to change their strategies accordingly. The mature market is growing in number and affluence. Also mentioned are specific actions the travel industry and certain companies are taking in regard to the mature market’s shift.

Virtually endless possibilities?

The author examines current and future opportunities for conducting marketing research in the online Second Life community. The open-source nature of Second Life allows for almost infinite possibilities. Thus, if a researcher can dream up a research approach and properly write the program to make it happen, new and unusual methods can be employed.

The great debate

A case history on the use of debate - in which two groups of neurosurgeons argued respective sides of an issue in a focus group setting - is explored, along with tips on how to use the debate approach to conduct marketing research with professionals.

An overview of business-to-business research in China

The authors outline a brief history of business-to-business research in China and then explore trends in the use of various techniques while offering tips on what kinds of information can be obtained through research.

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