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The origin of focus groups dates to about 50 years ago, and it
traces its origins to World War II like many modern innovations. The
focus groups were first created in the Office of Social Research in the
United States, associate director, the sociologist Robert Merton. The
same term was coined by psychologist and marketing expert, Ernest
Dichter. A Group of sociologists were asked to examine how military
propaganda film of the public was received. They learnt that the people
could identify with the exact cause of some scenes, lines or sentences
to think or act a certain way.
Consumer culture was the next target to use the focus groups in targeting the market of academic researchers to determine all the packaging and the price of advertising and marketing. It was a group of 1984 in Georgia, which placed particular emphasis Walter Mondale presidential campaign spray ammunition to fend off a fast charging Gary Hart. Hart's gang of supporters gathered to find a weakness in the policy armor Hart. In this instance, the Mondale campaign found the underlying concern about the ability to manage a crisis Hart internationally. Two hours of discussion with 15 voters gave a significant result, but that was the magic formula that Hart stopped short.
The Republican focus group in 1988 Paramus, New Jersey, has achieved legendary stature, and with reason, this particular meeting may have changed the history of America. George Bush was behind Michael Dukakis in double figures, with the key target group, the so-called Reagan Democrats, a trend toward the governor of Massachusetts. Assembly was only one group, and was fed a litany of topics Dukakis, Willie Horton in the port of Boston. Individually, the negatives have not had a significant impact. However, the cumulative impact of information provided to participants Dukakis detached one by one - and made clear in the Bush camp exactly what to do to win. No one in history had a greater political commitment to the focus group research Bill Clinton. Strategies to cope with Gennifer Flowers, bypassing the project manager, and other moral issues that face their primary campaign have been developed by research groups.
The technique followed in the Oval Office. In the first year of President Clinton himself, the interviewer out focus groups was conducted during the four years of the Bush presidency. Some of the decisions in the traditional country such as issues, targeting and planning are based on qualitative research. However, the results of focus groups to found their way into the campaign strategy, in speeches, television and radio spots and opportunities to press. The reason is obvious: a qualitative research provides in-depth behavioral and emotional reactions that you cannot get phone studies. Today, about 70% of dollars of research all consumers are reserved for qualitative research.
It's almost impossible to find a Fortune 500 company that does not use the target groups to develop the corporate image and or marketing strategy. Moreover, only 10% of all policy research is devoted to a qualitative format, and less than a quarter of all House and Senate candidates have not had experience with the technology. However, when they learn to curve away from research and what is missing, that will soon change. Historically, quantitative data helped set the themes and topics, but focus groups have established strategic moves and ideas.
Consumer culture was the next target to use the focus groups in targeting the market of academic researchers to determine all the packaging and the price of advertising and marketing. It was a group of 1984 in Georgia, which placed particular emphasis Walter Mondale presidential campaign spray ammunition to fend off a fast charging Gary Hart. Hart's gang of supporters gathered to find a weakness in the policy armor Hart. In this instance, the Mondale campaign found the underlying concern about the ability to manage a crisis Hart internationally. Two hours of discussion with 15 voters gave a significant result, but that was the magic formula that Hart stopped short.
The Republican focus group in 1988 Paramus, New Jersey, has achieved legendary stature, and with reason, this particular meeting may have changed the history of America. George Bush was behind Michael Dukakis in double figures, with the key target group, the so-called Reagan Democrats, a trend toward the governor of Massachusetts. Assembly was only one group, and was fed a litany of topics Dukakis, Willie Horton in the port of Boston. Individually, the negatives have not had a significant impact. However, the cumulative impact of information provided to participants Dukakis detached one by one - and made clear in the Bush camp exactly what to do to win. No one in history had a greater political commitment to the focus group research Bill Clinton. Strategies to cope with Gennifer Flowers, bypassing the project manager, and other moral issues that face their primary campaign have been developed by research groups.
The technique followed in the Oval Office. In the first year of President Clinton himself, the interviewer out focus groups was conducted during the four years of the Bush presidency. Some of the decisions in the traditional country such as issues, targeting and planning are based on qualitative research. However, the results of focus groups to found their way into the campaign strategy, in speeches, television and radio spots and opportunities to press. The reason is obvious: a qualitative research provides in-depth behavioral and emotional reactions that you cannot get phone studies. Today, about 70% of dollars of research all consumers are reserved for qualitative research.
It's almost impossible to find a Fortune 500 company that does not use the target groups to develop the corporate image and or marketing strategy. Moreover, only 10% of all policy research is devoted to a qualitative format, and less than a quarter of all House and Senate candidates have not had experience with the technology. However, when they learn to curve away from research and what is missing, that will soon change. Historically, quantitative data helped set the themes and topics, but focus groups have established strategic moves and ideas.
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