Use of the Delphi Method and Nominal Group Technique in Front-End Market Segmentation

Neiger, Brad L.; Barnes, Michael D.; Thackeray, Rosemary; Lindman, Natalie
June 2001
American Journal of Health Studies;2001, Vol. 17 Issue 3, p111
Academic Journal
The purpose of this study was to perform front-end segmentation to identify the most appropriate population subgroup for physical activity programming in Utah. A three-round Delphi survey was conducted among 48 physical activity professionals in the state. Analysis involved the use of mean score ranks and confidence intervals (95%). A nominal group procedure was also conducted to supplement results of the Delphi survey. Results indicated that children from middle-class income families be targeted in school settings. This study demonstrated that the use of the Delphi and nominal group were practical and serviceable procedures infront-end audience segmentation.


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