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PRIMARY SOURCES OF DATA 221

is collected as a basis for further scientific research, focus groups serve an impor-
tant function. Consider for example, the value of focus groups in exploring the
concept of “Intellectual Property.” When animated discussions take place, there is
a serendipitious flow of new ideas among the group members who discuss the
nuances of each thought process. Researchers are thereby helped to obtain valu-
able insights from the snowballing effects of the discussions.
In sum, focus groups are used for (1) exploratory studies, (2) making gener-
alizations based on the information generated by them, and (3) conducting sam-
ple surveys. Focus groups have been credited with enlightening investigators as
to why certain products are not doing well, why certain advertising strategies are
effective, why specific management techniques do not work, and the like.

Videoconferencing
If regional variations in responses are expected, several focus groups could be
formed including trained moderators at different locations. This process is eas-
ily facilitated through videoconferencing. By zooming in on a particular mem-
ber the nonverbal cues and gestures of that individual can be captured, as and
when desired. This also obviates the need for an observer looking through a
one-way mirror.
With the great strides in technological advancement, and with the facility for
communication with the moderator by relaying instant messages, videoconfer-
encing as a means of gathering information from different groups in distant loca-
tions is indeed a promising prospect for the future.
It should be noted that online focus groups are also common. E-mail, web
sites, and Internet chat rooms facilitate focus group sessions as well.

Panels
Panels, like focus groups, are another source of primary information for research
purposes. Whereas focus groups meet for a one-time group session, panels (of
members) meet more than once. In cases where the effects of certain interven-
tions or changes are to be studied over a period of time, panel studies are very
useful. Individuals are randomly chosen to serve as panel members for a research
study. For instance, if the effects of a proposed advertisement for a certain brand
of coffee are to be assessed quickly, the panel members can be exposed to the
advertisement and their intentions of purchasing that brand assessed. This can be
taken as the response that could be expected of consumers if, in fact, they had
been exposed to the advertisement. A few months later, the product manager
might think of introducing a change in the flavor of the same product and explore
its effects on this panel. Thus, a continuing set of “experts” serves as the sample
base or the sounding board for assessing the effects of change. Such expert mem-
bers compose the panel, and research that uses them is called a panel study.
The Nielsen television index is based on the television viewing patterns of a
panel. The index is designed to provide estimates of the size and nature of the
audience for individual television programs. The data are gathered through
audimeter instruments hooked to television sets in approximately 1,200 cooper-