Qualitative methods are used to probe issues in depth with small groups of consumers. They can provide valuable information about product concepts and prototypes. This chapter describes quantitative methods and especially the use of focus groups. The setup, conduct,...
CITATION STYLE
Lawless, H. T., & Heymann, H. (2010). Qualitative Consumer Research Methods (pp. 379–405). https://doi.org/10.1007/978-1-4419-6488-5_16
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