Focus group research dynamics and reporting: an examination of research objectives and moderator influences

Article Abstract:

While focus groups enjoy wide popularity in marketing practice, the methodological complexities of this form of qualitative research are largely ignored. One such issue concerns how different moderators interact with alternative approaches to focus group research to affect group processes and reporting. This study applies a philosophy of science perspective to understanding the theoretical and practical importance of interactions between moderator research philosophies and qualitative information-gathering objectives. The findings from an analysis of 66 moderators show that the conceptual framework used here describes important aspects of focus group work. However, they also show that the distinctions in the framework are not being practiced by marketing researchers. (Reprinted by permission of the publisher.)

Focus groups

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Internal validity assessment of conjoint estimated attribute importance weights

Article Abstract:

This paper investigates how various conjoint designs (full versus fractional) and estimation procedures (LINMAP, MONANOVA, OLS) may interact with basic characteristics of the 'true' utility functions (i.e., their range, shape, and curvature) when estimating attribute importance weights. Substantial weight distortions are found, especially under a fractional design. (Reprinted by permission of the publisher.)

Research, Consumer preferences

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