Nominal grouping sessions

Conducting nominal grouping sessions (NGS) can be an effective antecedent to developing questionnaires and scales for attitude and behavior studies in the services sector. The use of NGSs also may enhance the reliability and validity of attitudinal research as well as reduce biases on the part of re...

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Bibliographic Details
Published inMarketing research (Chicago, Ill.) Vol. 6; no. 3; p. 16
Main Author Langford, Barry E
Format Journal Article
LanguageEnglish
Published Chicago American Marketing Association 01.07.1994
Subjects
Automobile insurance
Behavior
Consumer attitudes
Consumer behavior
Focus groups
Insurance industry
Insurance policies
Problem solving
Questionnaires
Shopping
Techniques
Validity
Variables
United States > US
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Summary:Conducting nominal grouping sessions (NGS) can be an effective antecedent to developing questionnaires and scales for attitude and behavior studies in the services sector. The use of NGSs also may enhance the reliability and validity of attitudinal research as well as reduce biases on the part of researchers and subjects. A study exemplifies the successful use of NGSs and mail survey techniques in attitudinal/behavioral marketing research. The fundamental purpose of the illustrative research was to develop an empirically-based model that identifies significant variables and constructs that explain some of the variance in personal automobile insureds' shopping intentions. A multivariate investigation of insureds' temporal behavioral intention to shop for a personal automobile policy in the near future was conducted.
ISSN:1040-8460