焦点小组用于创意生成:小组规模、熟悉程度和主持人对话语数量与质量的影响

The use of Focus Groups for Idea Generation: The Effects of Group Size, Acquaintanceship, and Moderator on Response Quantity and Quality

Journal of Marketing Research · 1982
被引 561
FT 50UTD 24ABS 4★

中文导读

研究测试了焦点小组访谈的假设,发现个人访谈比焦点小组产生更多创意,八人小组比四人小组创意更多,主持人有无对创意数量无显著影响,而成员熟悉程度的影响不明确。

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.

市场营销消费者研究社会科学研究方法心理学