20 CHAPTER 3 REVIEW OF CONJOINT ANALYSIS THEORY ...

A number of methods exist to identify attributes of interest. These include
literature review, focus group discussions, and individual interviews. In the initial phase,
identification of the appropriate attributes and their relevant levels, a focus group session
was used. Since this study deals with consumers’ attitudes toward agricultural
biotechnology and the labeling of these types products, focus group interviews would
provide the attributes that are most important and those that most influenced the
respondent preference toward labeling preferences.
Focus Group Discussion
Researchers often use qualitative research methods to gain insight into consumers’
preferences (Teague et al 1995). One frequently used qualitative research method are
focus groups research. Focus groups are very important, not only because they aid in
developing questions for the questionnaire, but in providing the researcher with the forum
where individuals’ beliefs, opinions, and perceptions can be explored. Focus group
interviews consist of between six and twelve participants in which the researcher
moderates a group discussion on the topic of interest (Harrison et al., 1998). Although
small in numbers, focus groups uncover attitudes and opinions found in the general
population. Small groups are preferred to large group because interaction among group
members is increased, which facilitates discussion in greater depth. Advantages of focus
group research includes an increased interaction between all participants and the
researcher, visual aids and tangible products can be circulated, and areas of specific
interest can be covered in greater depth. Some disadvantages of focus groups include, the
need for experienced researches, the complexity to organizing, and the procedure is
expensive when compared to other methods.
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