Qualitative research: Take your pick
Michael J.McDermott
What's all this talk about the demise of the traditional focus group? Dig a little deeper and it appears that the buzz is blown out of proportion. Yes, exploding bandwidth and impressive advances in digital technologies are making all kinds of innovative alternatives to the conventional focus group feasible, accessible, and in some cases more cost-effective. But even the staunchest champions of these new tools concede that the focus group continues to play a critical role in qualitative research, and that's not likely to change anytime soon. The Spring 2012 GreenBook Research Industry...