Tennis magazine would like to recruit participants for online focus groups. How would you make use of a newsgroup to recruit participants? Visit http://groups. google.com and then navigate the site to select “Recreation—Sports—Tennis.”
1. Could a depth interview be conducted via the Internet? What are the advantages and disadvantages of this procedure over conventional depth interviews?
2. Visit the Web site of Qualitative Research Consultants Association (www.qrca.org). Write a report about the current state-of-the-art in qualitative research.
1. Suppose Baskin-Robbins wants to know why some people do not eat ice cream regularly. Develop a cartoon test for this purpose.
2. The Coca-Cola Company has asked you to conduct Internet focus groups with heavy users of soft drinks. Explain how you would identify and recruit potential respondents.
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