Marketing

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?

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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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