Michael Petty

The fallacies of focus group research and the Delphi Alternative

To a good many marketing people, focus groups have become identified with qualitative research. When they say, "We'll do some qual", they mean they'll do some focus groups. They expect these focus groups to tell them something. Most often the focus groups... Read >

An Alternative to Focus Groups: Group Interviewing Using the Delphi Technique On-Line.

This paper examines the defects of focus group research and suggests that a better alternative to focus group research is web-based surveys using the well-established Delphi Technique. Qualitative research is an important part of marketing research tod... Read >

Conducting Web-Based Surveys

Web-based surveys are becoming increasingly popular in marketing and social science research. The developing interest in Web-based surveying is not surprising as the Internet becomes an ever more useful, familiar and widely used means of communication. ... Read >

Conjoint Analysis

Conjoint analysis is one of the most popular quantitative methods in Marketing Research. The popularity of Conjoint Analysis is well deserved. Conjoint Analysis has in many cases replaced concept testing because it is more effective. The problems wi... Read >