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- Title
The Nominal Group Technique As An Alternative To The Unstructured Focus Group As A Qualitative Research Tool In Marketing.
- Authors
Katrichis, Jerome M.
- Abstract
In an effort to expand the qualitative tool bag of marketing researchers, the purpose of this paper is to introduce marketing researchers to a widely used qualitative group research technique from the organizational development literature, known as the "Nominal Group Technique," (NGT), (c.f. Delbecq, Van de Ven, and Gustafson 1975). NGT was developed due to certain limitations earlier group research technologies encountered and utilizes advantages of both nominal groups (where members work in isolation, and are groups in name only), and interacting groups (where members regularly interact).
- Subjects
FOCUS groups; QUALITATIVE research; GROUP process; INTERVIEWING in marketing research; ORGANIZATIONAL research; INTERVIEWERS; GROUP work in research; ORGANIZATIONAL structure; CONSUMER panels; GROUP decision making
- Publication
Advances in Consumer Research, 1987, Vol 14, Issue 1, p563
- ISSN
0098-9258
- Publication type
Article