Montoya‐Weiss, Mitzi M.; Massey, Anne P.; Clapper, … - In: European Journal of Marketing 32 (1998) 7/8, pp. 713-723
Explores the potential effects of computer technology on the traditional structure and functioning of focus groups. On‐line focus groups are purported to be cost‐effective, enable the inclusion of dispersed participants, and result in broad and honest responses on the part of participants as...