|
WebWord Weblog Posting Posting Date: July 11, 2002 Sharpening the Focus of Focus Groups (HBS Working Knowledge) -- "The focus group is a favorite option. It's cheap, quick, and easy—all you need is a moderator, eight bodies, a topic, and a two-way mirror. Not surprisingly, managers tend to use the focus group indiscriminately—and ineffectively—for almost every company problem. The bottom line? Focus groups have potentially enormous value, but not the way most companies use them. The following is a guide to avoiding that trap." (Comments: Might require free registration.)
Reader Comments...
"Free Registration" does not exist. Handing over personal information always costs you dearly. But in this particular case, the article is not "Privacy Invasion Required." Posted by: Jack on July 11, 2002 09:14 AM
Good article, except for this very sad statement, "Jenny Craig used a certified hypnotist as a moderator to age-regress focus group members back to their earliest childhood memories of being overweight." So, people at Jenny Craig were duped, along with an author and multiple editors at HBS. I can understand the mistake at Jenny Craig, but HBS?! Market researchers and HBS should be ashamed! Posted by: Ron Zeno on July 12, 2002 03:32 PM
Home | Moving WebWord | Cool Books | Hot Web Sites
URL: http://webword.com/weblog/ ©1998-2005 by WebWord.com. All rights reserved. |