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| Author: | Yelland, F. Varty, C. |
| Title: | DIY: Consumer-driven research |
| Journal: | Journal of the Market Research Society
1997 : APR, VOL. 39:2, p. 297-315 |
| Index terms: | CONSUMER RESEARCH QUALITATIVE RESEARCH |
| Language: | eng |
| Abstract: | This study focuses on the research industry's adherence to the group discussion in qualitative research, its validity for consumer research and its optimal implementation and practice. The study examines the thesis that the responses obtained from the consumer are not as accurate as they could be and suggests that the input into, and the methodology of, conventional moderated groups may, in some instances, be inappropriate and out of date. Unmoderated groups are likely to work best in mature sophisticated, post-modernist societies which are ready to, and experienced in, challenging the status quo. Unmoderated groups allow a much clearer understanding of the agenda as set by respondents. The unmoderated approach has particular value in exploratory and explanatory research, as well as the initial phases of NPD work, whereas well moderated groups are more appropriate for diagnostic, tactical and secondary stage NPD work. |
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