Focus Groups: the Neglected Tool For Construct Adaptation in Cross-Cultural Contexts
Craig and Douglas (2001) propose that the modification of marketing constructs to suit new cultural contexts is best facilitated through the conduct of personal interviews within the cultures/countries themselves. However, it follows that the group interview, rather than the personal interview should be the choice of the social science researcher who accepts that language and meaning are intersubjectively defined. This paper advances the appropriateness and efficacy of group interaction in general, and focus groups in particular, for construct development and modification.
Joseann Small (2006) ,"Focus Groups: the Neglected Tool For Construct Adaptation in Cross-Cultural Contexts", in LA - Latin American Advances in Consumer Research Volume 1, eds. Silvia Gonzalez and David Luna, Duluth, MN : Association for Consumer Research, Pages: 46-47.
Joseann Small, University of the West Indies, St. Michael Barbados TC Melewar, Brunel University, UK
LA - Latin American Advances in Consumer Research Volume 1 | 2006
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