TITLE

Focus groups vs. online

AUTHOR(S)
Greenbaum, Thomas L.
PUB. DATE
February 2000
SOURCE
Advertising Age;2/14/2000, Vol. 71 Issue 7, p34
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article deals with the use of online focus groups by organizations to conduct market research. Recently this periodical carried a front-page article talking about the trend toward using the Internet to conduct online focus groups. This was one of many articles that have appeared in marketing and marketing research publications in recent months as more organizations try to utilize the Internet to save money and increase the speed of getting qualitative research results. While there may be some benefits to conducting qualitative research online, it is important for marketers to understand what they are losing by using the cyber medium to conduct their study, and specifically why thus type of research is not an effective replacement for well conducted focus groups. Here is an outline of the most important considerations that a marketing professional should consider when making a decision between using online or traditional focus groups. Specifically, it reviews some of the key reasons why traditional focus groups are effective, and how the online version could not overcome its problems by offering somewhat lower costs and faster timing.
ACCESSION #
2781438

 

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