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ASTM Selected Technical Papers
Product Testing with Consumers for Research Guidance
By
LS Wu
LS Wu
1
Philip Morris Research Center
, Richmond, VA
; symposium chairman and editor
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ISBN-10:
0-8031-1256-4
ISBN:
978-0-8031-1256-8
No. of Pages:
96
Publisher:
ASTM International
Publication date:
1989
eBook Chapter
The Flexible Focus Group: Designing and Implementing Effective and Creative Research
By
TJ Hayes
TJ Hayes
1
Chairman
, Department of Marketing, Xavier University
, Cincinnati, OH 45207
.
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Page Count:
8
-
Published:1989
Citation
Hayes, T. "The Flexible Focus Group: Designing and Implementing Effective and Creative Research." Product Testing with Consumers for Research Guidance. Ed. Wu, L. 100 Barr Harbor Drive, PO Box C700, West Conshohocken, PA 19428-2959 : ASTM International, 1989.
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Focus groups are rarely successful unless the researcher has thought through the research plan and design of the study along with the needed moderator qualifications. The proper use and misuse of focus groups are developed with emphasis on creative and alternative designs of the traditional group structure. The abuses of focus groups are divided into categories based upon the researcher's experience with the technique.
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