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Download full textSaban, Kenneth A. – 1997
The growing popularity of focus group measurements can be traced to any one of four factors: (1) the economics associated with focus groups; (2) the speed at which data can now be collected; (3) the need to understand customer motivations; and (4) the desire to improve subsequent qualitative research activities and programs. Market researchers are…
Descriptors: Computer Mediated Communication, Computer Oriented Programs, Consumer Economics, Focus Groups
