Subject Index
 

Focus groups were first introduced to Japan in the late 1960s, and have been the most frequently-used tool in qualitative research ever since. Many foreign firms, however, argue that such groups stifl ...

This paper presents three case studies of experiments to conduct novel research techniques in alternative environments. The three approaches are: designing a taxi in which participants participate in ...

Traditionally, market research has aimed to collect information that is unbiased and therefore 'spontaneous', assuming that market research participants are ready, willing and able to make an 'authent ...

A new consumer research tool is proposed for eliciting consumer responses from unstructured data, such as narratives. The grounded theory approach is adopted to guide the process of data collection an ...

Belle Frank, executive vice president, brand planning at Y&R, and Anne Manning, from the Innovation Practice, argue that we are misusing research - particularly qualitative research - in the developme ...

Janet Grimes discusses the two critical parts of any brainstorming session from the facilitator's point of view - process and content. First she looks at organising the session, then moves on to how t ...

The consumer’s world has changed out of all recognition from the one for which group discussions or focus groups were originally designed. Unfortunately focus groups have not evolved to match the worl ...

This study compares face-to-face (FTF) focus groups with focus groups conducted via computer-mediated communication (CMC), using a range of outcome, process and subjective measures. Sixteen groups of ...

The purpose of this paper is to give a clear picture on the limitations of the information obtained through focus group sessions in relation to certain topics, and the possibility of improving consume ...

This paper attempts to understand and access the respondent’s inner thoughts and ideas during qualitative research by applying academic physiological and social anthropological theories and tools, rel ...

This paper explores the characteristics and attractiveness of two focus group techniques. It positions the discussion within the context of how pre-testing different qualitative techniques enables the ...

Gill Ereaut, Linguistic Landscapes, considers the current position of qualitative thinking and research (especially the ubiquitous focus group) and looks ahead to the evolution of new, imaginative and ...

Howard Moskowitz, president and founder of Moskowitz Jacobs Inc, looks at the current use of the internet for gathering market research data both in the USA and Europe. He goes on to consider potenti ...

Argues that qualitative group discussion research should no longer depend wholly on the central role of the moderator. It is ineffective for the same person to be at the same time an actor and influen ...

Discusses Consumer Cynicism, about which marketers complain. Argues that marketers are mistaken in regarding such cynicism as wholly negative, and to be overcome by even more strident communication an ...

Describes a stimulus system, `Brandcepts’, for use in qualitative research where the objective is to find the best way of emotionally differentiating a brand. Finding the emotional territory is easy: ...

This paper describes our attempt to understand the respondent’s “true” inner self during qualitative research in Mexico. The essay begins with a short review of a number of key respondent biases assoc ...

The paper traces the origination and development of focus groups from the methods beginning in 1941 at the hands of Robert Merton of Columbia University, New York. Attention is given to the intellectu ...

The following paper addresses the Two-Way Mirror method for its application in qualitative market research as a manner to approach the consumer’s understanding through the consumer himself. This helps ...

This article is based on the book 'Developing Advertising with Qualitative Market Research'. In it Judith Wardle discusses the triangular relationships of client, agency and researcher and points out ...

This paper describes the experience of working with large groups for several reasons. First, it has been one of the most interesting and difficult professional journeys undertaken by the authors with ...

At a time when many manufacturers are facing difficult challenges in finding consumer-relevant innovation, global marketing groups are challenging the research industry as a whole to find fast and eff ...

This paper is a joint collaboration of two US qualitative researchers who do not necessarily agree on what's right for focus groups now. For the topics presented below, the author of each point of vie ...

The last decade has seen the fruits of the oil boom materialize in the form of foreign brands, satellite TV, affluence and hence shifting mindsets. A new generation has appeared. Weaned on satellite T ...

Can you get past purple hair, body piercings, strange facial expressions, and language you've never heard before? Can you get individualised answers to life's very hard questions from eight young peop ...

A research project to provide consumer information to help older people and their carers understand the care home industry and make more informed choices between homes

In the context of an increasingly pluralist and in some ways troubled society, work was undertaken to investigate the role of formal education and non-educational organisations in building good citize ...

A multi-national qualitative study was undertaken, with group discussions in six European countries and in Australia, to explore the changed and changing role of women. The paper explores the historic ...

In this article, The Research Business International describes what it claims to be a ground-breaking research methodology - Innervision - to identify consumers' emotional drivers and subconscious fee ...

An extensive case study analysis across three different platforms to collect qualitative data was conducted. Using a side-by-side comparison of traditional in-person focus groups, online focus groups ...