search query: @indexterm market research / total: 2057
reference: 73 / 2057
| Author: | Bristol, T. Fern, E.F. |
| Title: | The effects of interaction on consumers' attitudes in focus groups |
| Journal: | Psychology & Marketing
2003 : MAY, VOL. 20:5, p. 433-454 |
| Index terms: | Market research Consumer attitudes Focus groups USA |
| Language: | eng |
| Abstract: | This article questions the use of focus groups for assessing consumer attitudes. A repeated-measures research design was used to determine whether the interaction and discussion among focus group participants changed their attitudes. Experimental results indicate that focus group participants' overall attitudes, beliefs, intentions to purchase, and preferences shifted from positions previously held. More attitude depolarization occurred in focus groups than in two benchmark methods, the nominal group technique, and the individual self-administered surveys. The output gained from focus group interviews may generalize more to settings involving interpersonal rather than intrapersonal consumption or purchase processes. |
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