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The Use of Focus Groups for Idea Generation: The Effects of Group Size, Acquaintanceship, and Moderator on Response Quantity and Quality
Edward F. Fern
Journal of Marketing Research
Vol. 19, No. 1 (Feb., 1982), pp. 1-13
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3151525
Page Count: 13
You can always find the topics here!Topics: Focus groups, Group size, Marketing, Brainstorming, Ideation, Depth interviews, Empirical evidence, Social psychology, Questionnaires, Psychology
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Assumptions about focus group interviewing were tested. Individual interviews generated more ideas than focus groups, eight-member groups generated significantly more ideas than four-member groups, no differences were found between focus groups and unmoderated discussion groups, and the effect of acquaintanceship was not clearly determined.
Journal of Marketing Research © 1982 American Marketing Association