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| Tekijä: | Cowley, J. |
| Otsikko: | Strategic qualitative focus group research |
| Lehti: | International Journal of Market Research
1999 : WINTER, VOL. 42:1, p. 17-38 |
| Asiasana: | STRATEGY GROUPS RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | This paper addresses the urgent need for our profession to agree on and articulate the taxonomy of skills and signals of competency for those conducting qualitative market research focus groups. It argues that this is required due to five factors: groups are used for strategic advice; they are high cost; people other than market researchers are offering them; the explanations of the skills seem to range from myth/magic through to experience and hard work; and for training and accreditation there has to be an agreed taxonomy. |
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