| 单词 | group discussion |
| 释义 | group discussion group discussion A marketing research technique that brings between six and eight respondents together for at least an hour to discuss a marketing issue under the guidance of an interviewer. It has been found that, once such a group is relaxed, it will fully explore issues in a manner that shows what is important to it, using its own rather than marketers’ terminology. The interviewer, who is a specialist acting on behalf of a client, first draws up a topic guide that identifies the points to be explored. A sample of respondents—who must not know one another—is recruited to match certain criteria (e.g. if the problem concerned tea all respondents would be tea drinkers). The group meets in the interviewer’s home or in a hotel; with the discussion being tape-recorded, the interviewer describes the problem and then adopts a passive role, allowing the group to discuss their views and interjecting further questions only if some aspect of the problem is not being explored adequately. After a minimum of four group discussions, the interviewer will have sufficient material to write a report and recommend a particular action. Group discussions are a qualitative procedure (seequalitative marketing research) frequently used to determine attitudes to particular products or advertisements. See alsofocus group. |
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