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Using Focus Groups And Correspondence Analysis To Explore The Relationship Between Millennials' Online Behavior And Their Opinions Of Online Reviews, James E. Stoddard, Michael J. Dotson, Neel Das
Using Focus Groups And Correspondence Analysis To Explore The Relationship Between Millennials' Online Behavior And Their Opinions Of Online Reviews, James E. Stoddard, Michael J. Dotson, Neel Das
Atlantic Marketing Association Proceedings
Consumer decision-making regarding a purchase is usually influenced by feedback received from other people in addition to prior experiences/beliefs/attitudes and marketer dominated information. Such diverse sources of influence are collectively referred to as the influence mix (Simonson and Rosen 2014). Of the different sources in the influence mix, word-of-mouth (i.e., feedback received from other people) is one of the most impactful sources of information (Duan, Gu, and Whinston 2008). With the advent of e-tailers on the Internet, the influence of word-of-mouth communication has grown significantly in the form of online consumer reviews (Schindler ad Bickart 2012). Research has shown that …
Examining The Use Of Focus Groups In Economic Development Initiatives, Oscar T. Mcknight, Ronald Paugh, Brian Nestor, Shawn Yambor
Examining The Use Of Focus Groups In Economic Development Initiatives, Oscar T. Mcknight, Ronald Paugh, Brian Nestor, Shawn Yambor
Oscar T McKnight Ph.D.
City officials often use focus groups in economic development. However, findings indicate that group dynamics can threaten validity when seeking consensus. Data suggest a strong rebound effect for participants to return to their earlier pre-focus group assessment beliefs. Introduced is the ‘BUCKS’ Planning Model for facilitating city economic development initiatives.