e groups are like an online chat room.
e-groups have some very significant advantages over face to face research such as:-
••••• No dominating group leaders; no shy and retiring types.
••••• Everyone takes an active role and responds to all the questions.
••••• Richer data – comments are more considered and complete.
••••• Ability to show a wide variety of stimulus e.g. creative concepts, advertising, websites etc.
••••• Faster turnaround – projects can be completed in as little as 10 days.
••••• Respondents can participate from anywhere, reducing regional bias.
••••• Easier to recruit tough-to-find samples who would not come to traditional groups.
••••• Group members are anonymous, so sensitive and confidential issues can be discussed.
••••• Equally effective in researching Consumer and B2B audiences
••••• Lower cost – e groups eliminate travel and venue hire costs.
••••• People enjoy the experience and want to come back for more.
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