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- W2051253167 abstract "This paper contains a discussion of the applicability of focus groups to college marketing planning. The author describes the important considerations in focus group research and provides step-by-step guidelines for college marketers to follow in conducting focus groups. The advantages of the technique are illustrated in a real case in which focus groups shed important light on a college marketing problem and saved administrators from a potential waste of research resources." @default.
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- W2051253167 date "1990-09-21" @default.
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- W2051253167 title "Qualitative Research Applications in Developing College Marketing Plans" @default.
- W2051253167 doi "https://doi.org/10.1300/j050v03n01_03" @default.
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