Group discussion by telephone ‐ A new technique for market research ?

The GPO offers a service to connect up to eight callers for a discussion by telephone. KONSO have three years experience using this method for market research. In paper which he delivered on their behalf to an ESOMAR seminar on data collection, Ralph Weill assesses its advantages and disadvantages when compared with the traditional round‐table encounter, and makes some practical suggestions for organising a group discussion by telephone.