The purpose of the present study is to describe the use of two focus groups to identify and refine a set of questionnaire items. They were also used to provide descriptions of lived experiences and to realize the importance, or not, of the use of Vending Machines in the university context. Vending Machines consumer students from different areas of knowledge participated on a voluntary basis (economics and management areas define the fist group, and engineering and marketing the second group). Based on the data collection and analysis it was possible to identify the attributes of vending machines that are important on both marketing and operations management in the performance of this type of machines. The participants, despite having lived bad experiences, consider their involvement useful, important, advantageous, necessary and interesting. Performance, efficiency, level of service, flexibility and availability for the needs of consumers were also identified.
Focus Group, Vending Machines, Qualitative Analysis, Consumer Involvement
The authors would like to express their gratitude to the University of Minho and to all the participants who accepted the challenge to collaborate in this study (students). The authors are also grateful for the national funds made available by FCT Strategic Project PEst2015-2020, reference UID/CEC/00319/2013.
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Recommended APA Citation
Fernandes, T. S., Silva, Â., Reis, R., & Leão, C. (2016). Gathering Information Based on Focus Groups: Consumer’s Involvement in the Use of Vending Machines. The Qualitative Report, 21(13), 19-33. Retrieved from https://nsuworks.nova.edu/tqr/vol21/iss13/3