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Capturing the Group Effect in Focus Groups: A Special Concern in Analysis

✍ Scribed by Carey, M. A.; Smith, M. W.

Book ID
115513073
Publisher
SAGE Publications
Year
1994
Tongue
English
Weight
462 KB
Volume
4
Category
Article
ISSN
1049-7323

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## 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 partic