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Research Bias in Focus Groups

Research Bias in Focus Groups

ias in Focus Groups

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity is designed for small groups of students to discuss the potential for market research bias stemming from focus groups Student audience: This exercise is more suitable for students of marketing research. ...

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Jessie Perius
Jessie Perius (Faculty)
2 years ago
I think this assignment has good intentions but I find it difficult to imagine leading a class discussion with the basic background information provided. Perhaps the materials would be best taught by reading a passage from Sergio Zyman's book The End of Marketing as We Know It prior to conducting the discussion. The discussion questions are well written to help students think critically about the information presented.