The use of Focus Groups for Idea Generation: The Effects of Group Size, Acquaintanceship, and Moderator on Response Quantity and Quality
Open Access
- 1 February 1982
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 19 (1) , 1-13
- https://doi.org/10.1177/002224378201900101
Abstract
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.Keywords
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