Provider perceptions of focus group research use: A multicountry perspective
Journal of the Academy of Marketing Science · 1994 · Volume 22 · Issue 3
Abstract
This study examines hypotheses about variables affecting focus group research use in organizations. A total of 248 moderators (128 from the United States, 67 from Germany, and 53 from Japan) provided data for this analysis of the relationships between research objectives, moderators, other variables, and the instrumental (direct application to solving a specific problem) and noninstrumental (conceptual and symbolic) uses of focus group research. The results of regression analyses showed that moderators and research objectives play important roles in the reporting and uses of focus group research and that these effects do not differ by country.
Keywords
Focus Group, Market Research, Scientific Moderator, Focus Group Session, American Market Association
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