... scholarly research on the phenomenon has appeared. This study aims to provide exploratory evidence for how older members of Generation Z (Gen-Z), a digitally native cohort, perceive and regard brands’ use of internet memes as advertisements. Design/methodology/approach A series of six focus groups...

... qualitative focus group study showed a set of validated advertisements to 64 female participants. Half of the sample was from the USA, the other half was from China. To examine generational differences, the interviewees were split by age in each group: half of the participants were between 18 and 34, and half...

... The benefits of the NGT were researched in a literature review. After this, qualitative research among research practitioners who have used the technique in Australia was conducted. One focus group of five researchers and three in‐depth interviews were conducted. Some of these responses are presented verbatim...

... existing literature on the streams of branding and relationship marketing, to propose a conceptualisation of consumer‐brand RQ and examine the link of CBI to RQ. To investigate the research questions, an exploratory qualitative paper is undertaken involving four focus groups with consumers who have...

... that the discussion is not as strictly structured and guided as a traditional focus group. The goal is to gather consumers in natural groups and provide a context in which they can engage in conversations that are similar to the type they would have when in their everyday lives (Lincoln and Guba, 1985...

...Simone Pettigrew; Stephen Charters Purpose The purpose of this paper is to investigate the benefits of tasting as a projective technique (PT) in explicating consumers' thoughts and feelings towards food and beverage products. Design/methodology/approach In total, ten focus groups were...

...David Stokes; Richard Bergin Purpose The aim of this research was to consider whether focus groups have justifiably become a more frequently used qualitative market research technique because of a superior research outcome. Although focus groups have extrinsic advantages such as speed and cost...

.... Originality/value This paper provides a new framework for evaluating applied qualitative marketing research. © Emerald Group Publishing Limited 2005 Focus groups Multinational companies Qualitative market research Standardization Sections of the UK qualitative research industry have...

... and are often assumed to have the same meaning. These terms include; Focus Group, Group Discussion, Group Interview, Group, Focus Group Interview, Focus Group Discussion, Qualitative Group Discussion and Nominal Group Interview. Practical implications The contribution of this paper is that it offers...

...‐employee relationships? How important do employees see relationships to be in the work environment? and how do employees define relationship strength? Design/methodology/approach Qualitative research in the form of focus groups was utilised. Four focus groups of employees from medium to large regional...

... to shopping at the retail chain. To accomplish these objectives, data were gathered by means of focus group interviews with customers of four retail stores. These customers were asked to recall positive and negative critical incidents with regard to their shopping experiences at the retail store. The results...

..., partial‐adopters of new technology, and full‐adopters of new technology. The research was exploratory in nature as the phenomenon under scrutiny is relatively new and the uses unclear, thus focus groups were conducted with each of the segments. The paper provides insights for business, industry...

... depth and breadth than many years of research have demonstrated for focus groups. Since the NGS procedure provides broad, deep, reliable and valid results that are ranked by importance to the subject of interest, we had all the detailed information we needed for effective decision making without...

...Mel Prince; Mark Davies Traditional focus group methodology involves an individual trained moderator who manages the whole process from writing the focus group guide that directs the topics pursued, the interaction with participants, to interpretation, reporting and client feedback. Since...

.... The final selection of respondents is based on the rescreener information and final screener spreadsheet. The moderator and client select the respondents together, similar to in‐person groups. © MCB UP Limited 2001 Internet Focus groups Qualitative techniques Market research...

... on participants’ responses. Depth interviews used critical incident technique to elicit accounts from entrepreneurs of their marketing practices. Focus groups supplemented individual interviews to test the candour of responses. The results indicated that successful entrepreneurs undertake marketing...

... approaches before justifying the selection of a combination of focus group interviews and cognitive mapping in each of the cases. Comparisons are drawn that demonstrate the utility of the research methods chosen. The work then identifies issues and considers implications for the conduct of future research...

... in the ways each group represents, thinks about and practices qualitative research. Areas where both groups might benefit from sharing ideas and information and from closer links generally are discussed. Focus groups Marketing concepts Market research Market research companies © MCB UP Limited...