Do focus groups represent an effective input to graphic design development?

Abstract

Focus groups are a commonly used tool of qualitative consumer research. One important limitation of consumer focus groups is that their findings cannot be extrapolated directly onto larger populations. Nevertheless, if their... [ view full abstract ]

Authors

  1. Robert Hamlin (University of Otago)
  2. Michael Gin (University of Otago)
  3. Fiona Nyhof (University of Otago)
  4. Joe Bogue (University College Cork)

Topic Area

Retail Marketing Track: Click here for the Retail Marketing track

Session

PT4-RM1 » Retail Marketing (10:00 - Tuesday, 7th July)

Paper

AM2015_2_rewrite.pdf

Presentation Files

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