Conjoint analysis is a statistical technique used in market research to determine how people value different features that make up an individual product or service. Analyzing a typical conjoint design is straightforward. In this sense, conjoint analysis is able to infer the true value structures that inuence consumer decision making; something that other research methods typically cannot. 5:13-cv-00825, 2015 WL 331939 (N.D. Cal. The article is Written By Prachi Juneja and Reviewed By Management Study Guide Content Team. We may choose to keep these highly unlikely combinations, remove and replace them, or strive for a design that does not produce them. The estimated cost to construct the building associated with each apartment option is equivalent. The term conjoint analysis has been used in market research as a statistical technique to determine how people would value various attributes such as benefits, feature and function, making up a product or service. Jan. 23, 2015). This article was originally published byWestlawin March 2022. Although researchers have used the traditional choice based conjoint experiment to examine selective exposure (Mummolo, Citation2016), researchers have yet to study all of these cues simultaneously. With this method, it can also be useful to run market simulations in order to predict the reaction of the market with regards to different scenarios. Researchers face a trade-off between a lack of statistical power or a restriction in experimental conditions. Figure 2. However, we learn little about selective exposure from these results without matching these attributes with the respondents attitudes and political preferences. Poor Market Share Reading There is a tendency to provide poor readings of the market share because it did not take into account the quantity of goods per purchase. Conjoint analysis has become popular among social scientists for measuring multidimensional preferences. Results from conjoint analysis do not allow to conclude if a certain variable is not relevant for consumers or if it did not catch their attention. In cases like these, the logic of conjoint analysis does not apply. Register a free Taylor & Francis Online account today to boost your research and gain these benefits: Beyond the Limits of Survey Experiments: How Conjoint Designs Advance Causal Inference in Political Communication Research, The benefits of experimental methods for the study of campaign effects, The number of choice tasks and survey satisficing in conjoint experiments, Messages received: The political impact of media exposure, Information equivalence in survey experiments, Learning more from political communication experiments: Pretreatment and its effects, Conjoint measurement for quantifying judgmental data, Validating vignette and conjoint survey experiments against real-world behavior, Causal inference in conjoint analysis: Understanding multidimensional choices via stated preference experiments, Media effects on politicians: An individual-level political agenda-setting experiment, Selective exposure to campaign communication: The role of anticipated agreement and issue public membership, Public trust or mistrust? WebConjoint Analysis - Meaning, Usage and its Limitations Introduction. The benefit of conjoint design is its capacity to study and compare the causal effects of several dimensions simultaneously. brand, package, price. The purpose of this paper is to investigate students' Respondents then ranked or rated these profiles. It also allows you to generate factor-level combinations, known as holdout cases, which are rated by the subjects but are not used to build the preference model. Necessary cookies are absolutely essential for the website to function properly. During the sixties, when researchers tried to understand consumers decision making process, they used This means that we can study whether one or more factors are more important than others and overcome issues of masking effects. Conjoint designs solve this issue by enabling the researcher to identify the effect of the distribution mode and many other factors at the same time. Such a discovery is not actionable and hence not usable. As with the first example, the analysis of the headline selections is straightforward. Please reference authorship of content used, including link(s) to ManagementStudyGuide.com and the content page url. 9.2 Procedure Conjoint analysis generally follows a We suggest three possible future applications of the method. To ensure the success of the project, a market research firm is hired to conduct focus groups with current students. Recommended articles lists articles that we recommend and is powered by our AI driven recommendation engine. Cornell University v. Hewlett-Packard Co., 609 F. Supp. You need to be thorough when setting it up and think carefully about which product attributes to select, as well as their specifications before you start so that the customer survey can provide valuable information. The data include 8,284 observations of selection decisions. In addition, we demonstrated that conjoint designs can be tailored and innovated to address issues that are specific to political communication, such as selective exposure. Students are segmented by academic year (freshman, upper classmen, graduate studies) and amount of financial aid received. Figure 1. However, it is this substantive advantage that leads to a statistically undesirable property, multiple hypothesis testing. For instance, one of the two recipes for headlines about privatization of public services looks like this: [party]-politician receives [valence] for a new proposal: want to [preference] the Norwegian Railroad Service. 1. These measures were then matched with the attribute values in the headlines and coded as likes party or dislikes party.. The first study is an example of the traditional conjoint design and illustrates how the technique detailed by Hainmueller and colleagues (Citation2014) can be beneficial for studying political communication phenomena. In this section, we present two very different applications of conjoint analysis that are specific for political communication research. 2. In this situation, the respondent always prefers A controlled set of potential products or services is shown to survey respondents and by analyzing how they make choices among these products, the implicit valuation of the individual elements making up the product or service can be determined. For example a large number of people planning to buy a new smart phone might think that however much they want an iPhone 6, they will have to be content with a less expensive phone. There are several research areas where conjoint experiments can further our understanding of multidimensional political communication effects. Two drawbacks were seen in these early designs. University of Illinois at Chicago. However, despite its popularity, the assumptions and performance of conjoint analysis have been subject to relatively little scrutiny. But like any method, the CBC has limitations. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. Conjoint analysis is also popularly called trade off analysis as buyers have to let go of certain product features that they consider lucrative to make a more practical purchase. We do not go into detailed analysis of the results here but use these examples to walk the reader through methodological choices that need to be made and how the results are analyzed. It requires a full understanding One approach is to technically include these other factors but simply hold them constant at one value (e.g., include only old newspapers with no entertainment news). This evolution is at least partly driven by the steady pace of methodological innovation. We are a ISO 2001:2015 Certified Education Provider. Understanding when and how messages affect the preferences and choices of audiences, voters, political actors, and government officials means navigating a jungle of conditioning and countervailing effects. Instead, they must compromise of few characteristics to get more of the others. This cookie is set by GDPR Cookie Consent plugin. WebConjoint analysis can be defined as a popular survey-based statistical technique used in market research. Using these utility scores, market preference for any combination of the attribute levels describing potential apartment living options may be predicted. WebPurpose: In recent times, many universities have been pressured to become heavily involved in university branding. This article details how to use conjoint analysis in pharmaceutical marketing research, including design, data analysis, validation, simulating market share and limitations of the technique. The procedure of conjoint analysis involves the gathering of data through marketing research survey. This method is used using a controlled set of products or services that will be presented to respondents. In Figure 2, dots indicate point estimates, bars illustrate 95% confidence intervals, and dots without bars are reference categories. This will enable you to see how the market has reacted in response to price cuts, new products, and other changes. The objective of conjoint analysis is to determine what combination of a limited number of attributes is most influential on respondent choice or decision making. Unlike other methods of measurement for brand equity, conjoint analysis should be able to obtain information regarding brand strength or popularity compared to specific product prices and features. Certain clusters of users give preference to one set of attributes, whereas a different set would be more important to few others. WebExpert Answer. WebThe process of conjoint analysis is described in a simplified manner in the following steps: Recognizing the product attributes: configuration, brand, price, etc in the above case. 6. The choice procedure results in less informative data than the List of Disadvantages of Conjoint Analysis. There is a tendency to provide poor readings of the market share because it did not take into account the quantity of goods per purchase. If you want to conduct conjoint studies, it will require greater information processing that you can get from respondents compared to traditional survey methods. In order to match the headlines message cues with previous attitudes, we used measures of seven different statements that match the statements in the headlines, measured on a scale from 1 (strongly disagree) to 7 (strongly agree). Open Access of this article is funded by the University of Bergen. This is intended to determine which combination of limited attributes is most prominent based on the choice of respondents. First, the questions addressed in many applications of CA require a relatively large number of attributes. To isolate the effect of distribution mode, we need to account for other factors that might mask the actual effects. Experimental design. Read and find how a laptop startup can beat Dell, Acer, Apple & Co. using a conjoint analysis. Conjoint analysis is also applicable in situations where. First, the effect of the distribution mode is ambiguous. The benefit of conjoint design is its capacity to study and compare the causal effects of several dimensions simultaneously. But opting out of some of these cookies may affect your browsing experience. Respondents are shown a set of products, prototypes, mock-ups, or pictures created from a combination of levels from all or some of the constituent attributes and asked to choose from, rank or rate the products they are shown. Following Hainmueller and colleagues (Citation2014), we wish to estimate the average marginal component effects (AMCEs): the marginal effect of one attribute averaged over the joint distribution of the other attributes. Acharya, Blackwell, and Sen (Citation2016) demonstrate and detail an approach for dealing with mediation in conjoint experiments by testing the effects of randomly including or excluding some specific attributes on the effects of the other attributes. The second study illustrates how the logic of conjoint design can be innovated, extended to, and tailored for studying phenomena specific to political communication. Did you know that with a free Taylor & Francis Online account you can gain access to the following benefits? Whatever distribution mode effect we find may seem substantive in isolation but in reality may be potentially insignificant compared to other factors. Conjoint designs let the researcher vary an indefinite number of factors in one experiment, so that researchers can include more factors and easily study multidimensional choices. Our aim is to call attention to an alternative approach to this problem: conjoint designs. Study participants are shown a series of choice scenarios, involving different apartment living options specified on 6 attributes (proximity to campus, cost, telecommunication packages, laundry options, floor plans, and security features offered). WebIn applications of conjoint analysis, results obtained at the individual level have to be aggregated for managerial purposes. In studies where researchers aim to study multidimensional causal relations and pit two or more hypotheses against one another, or where answers to scholarly debates hinge on the opportunity to overcome the survey experiments constraints in number of experimental conditions, the conjoint experiment is a superior choice. These cookies track visitors across websites and collect information to provide customized ads. It will also enable you to redesign existing products or make new products using the benefits you have in mind. Although previous studies isolated the effects of factors such as use of advertising and comment fields on peoples trust evaluations, this example illustrates that conjoint experiments can provide insights into the relative effects of such factors and reveal the explanatory strength of different hypotheses identified by previous research. feha statute of limitations retroactive; honey child strain. Conjoint analysis originated in mathematical psychology and was developed by marketing professor Paul E. Green at the Wharton School of the University of Pennsylvania. Editor in Chief - 12 Advantages and Disadvantages of Conjoint Analysi However, with the above limitations acknowledged, the study provides a conceptually insightful and empirically validated framework for a conjoint implementation of QMS and HPWS in the organization. Conjoint analysis addresses these issues by separately identifying several component-specific causal effects. Management Study Guide is a complete tutorial for management students, where students can learn the basics as well as advanced concepts related to management and its related subjects. Conjoint designs, also called vignette analysis or factorial surveys, were introduced in the 1970s in the fields of marketing research (Green & Rao, Citation1971) and sociology (Jasso & Rossi, Citation1977) but did not become popular in fields such as political science until recently. To evaluate a newspapers credibility, respondents would ideally need information about other relevant factors as well. The second drawback was that ratings or rankings of profiles were unrealistic and did not link directly to behavioural theory. The moderating effects of contextual factors (firm size, firm type and ISO-9000 registration) on the proposed model could not be examined as well. Register to receive personalised research and resources by email. No potential conflict of interest was reported by the authors. The purpose of this study is to have epistemological and systematic in-depth review about conjoint analysis, a multivariate data analysis technique. Installed by Google Analytics, _gid cookie stores information on how visitors use a website, while also creating an analytics report of the website's performance. More so, it is possible to desire a set of features that is enough to offset the investment regarding brand equity. WebPurpose: In recent times, many universities have been pressured to become heavily involved in university branding. This article argues that conjoint designs are ideal for studying political communication effects and highlights the possible benefits of using and innovating conjoint designs in political communication research. We have explained the added benefits of conjoint designs in general. Step #1: Add a Conjoint Question to your survey. The cookie is used to store the user consent for the cookies in the category "Other. Disadvantages of Conjoint Analysis: It takes more time and money than other methods The information may be biased by the order in which questions are asked The data may consist of individual ratings, rank orders, or choices among alternative combinations. Simulate Market Shares for Product Launches with Conjoint Analysis. WebLimitations imposed by very many attributes can be managed using new techniques. 4. This is where they are allowed to look at available alternatives and pick one being preferred more. For instance, if we, following the aforementioned example, experimentally manipulate the distribution mode, we cannot know whether we have identified the effect of the newspaper format or simply that this effect is masking the effect of other factors, such as the newspapers age or use of entertainment news. The pattern element in the name contains the unique identity number of the account or website it relates to. Statistical Tools and their Usage - Factor Analysis, Marketing Research: Step by Step Execution, Qualitative and Quantitative Research - Concept, Types of Marketing Research and their Application, Conjoint Analysis - Meaning, Usage and its Limitations, Importance of Market Research to Organizations in an Age of Unpredictability, Its Not Just the Data that is collected that Counts, but, the Quality of the Data as well, What is the Efficient Market Hypothesis and How it Works and Doesnt Work in Practice. Conjoint analysis is widely used for estimating the effects of a large number of treatments on multidimensional decision-making. The field of communication science has evolved considerably since. WebInstead of using my explanations of Conjoint Analysis, my team members asked ChatGPT to do it in rap. College of Business, Limitations and Future Directions. The bars show 95% percent confidence intervals. Upon the calculation of the interaction between price and the other attributes, it is possible to measure the sensitivity of prices that may vary with respect to the brand name as well as the other attributes. The earliest forms of conjoint analysis starting in the 1970s were what are known as Full Profile studies, in which a small set of attributes (typically 4 to 5) were used to create profiles that were shown to respondents, often on individual cards. Conjoint analysis studies of classification and response criteria suggest that the Although conjoint designs have become increasingly popular in the social sciences in the past several years, the method is (with notable exceptions: Helfer, Citation2016; Mummolo, Citation2016) yet to be widely practiced in political communication research. The popularity of conjoint analysis (CA) in health outcomes research has been increasing in recent years [ 1, 2 ]. The second example uses a conjoint experimental design to study selective exposure: citizens preferring to encounter information that is consistent, rather than at odds, with their existing political attitudes (Knobloch-Westerwick, Mothes, & Polavin, Citation2017; Mummolo, Citation2016). They decide which one is the most attractive for them. We would also like to thank the editors, Yanna Krupnikov, Kathleen Searles, and Claes de Vreese, as well as the anonymous reviewers for a helpful and efficient review process. This article has highlighted how conjoint experiments can be used as a fruitful addition to political communication scholars arsenal of research approaches. Future research should seek to use conjoint experiments in such instances. Hainmueller and colleagues (Citation2015) validated conjoint designs in one particular case but we have yet to learn what the results from conjoint designs on political communication truly teach us about phenomenon in the real world (e.g., Barabas & Jerit, Citation2010). To get unbiased estimates of the variance, because respondents are given two profiles in each task, and often perform several choice tasks, the standard errors need to be corrected for with within-respondent clustering (e.g., using cluster in Stata; see Hainmueller et al., Citation2014, pp.1617). Respondents would generally answer what was on the top of their minds or what they assumed the researcher wanted to hear. To learn about our use of cookies and how you can manage your cookie settings, please see our Cookie Policy. What are the advantages and During the sixties, when researchers tried to understand consumers decision making process, they used a simple questionnaire or a form. Below you will find some hypothetical headlines, which we have constructed, similar to those you may find in Norwegian online newspapers. Webapplicability of conjoint analysis and sought understanding of its limitations. Vimeo installs this cookie to collect tracking information by setting a unique ID to embed videos to the website. Now, researchers no longer ask whether communications shape opinions, but rather when and how (Druckman & Leeper, Citation2012, p.875). Thus, broadly conjoint analysis checks the compromises users make while selecting products or services. 2009); Sentius Int'l, LLC v. Microsoft Corp., No. These utility functions indicate the perceived value of the feature and how sensitive consumer perceptions and preferences are to changes in product features. Conjoint analysis studies of classification and response criteria suggest that the assumption of equal weighting of attributes cannot be met, which challenges traditional approaches to composite criteria construction. Set by the GDPR Cookie Consent plugin, this cookie is used to record the user consent for the cookies in the "Advertisement" category . The design is a 323333310 factorial design, equaling more than 29,000 possible combinations. Recognizing the product attributes: configuration, brand, price, etc in the above case. These tools include Brand-Price Trade-Off, Simalto, and mathematical approaches such as AHP,[1] PAPRIKA,[2][3] evolutionary algorithms or rule-developing experimentation. In order to use more attributes (up to 30), hybrid conjoint techniques were developed that combined self-explication (rating or ranking of levels and attributes) followed by conjoint tasks. Other uncategorized cookies are those that are being analyzed and have not been classified into a category as yet. Effects of publication attributes on probability of being a trusted source of news. paul mccartney glastonbury 2022 dvd; total snowfall madison wi this winter; clark lea contract; clavacillin for dogs side effects; what does the last name hill mean. As an example, consider a study that identifies how certain attributes of a newspaper affect its credibility. You also have the option to opt-out of these cookies. WebFactor Analysis is a data reduction technique. WebExpert Answer. This example highlights the need and opportunity for modifications of conjoint designs to study issues that are specific to political communication research. Complexity The design of conjoint studies has been considered complex in nature. Brand Equity The method of conjoint analysis is perfect for measuring value of brand names related to competing brands. This is surprising, as this methodological advancement can help answer foundational questions in political communication that hinge on the opportunity to study multidimensional causal relations. 4. Consequently, fractional factorial design is commonly used to reduce the number of profiles to be evaluated, while ensuring enough data are available for statistical analysis, resulting in a carefully controlled set of "profiles" for the respondent to consider. Weblated) limitations in the concluding section. A product or service area is described in terms of a number of attributes. & Francis Online account you can gain Access to the following benefits dimensions.! Compared to other factors that might mask the actual effects more than 29,000 possible combinations preference one. 1, 2 ] aggregated for managerial purposes generally follows a we suggest three possible future of. Cookie to collect tracking information by setting a unique ID to embed to. Levels describing potential apartment living options may be predicted without matching these attributes with the respondents attitudes and political.. Recent years [ 1, 2 ] new techniques between a lack of statistical power a! We find may seem substantive in isolation but in reality may be potentially insignificant compared to factors! Cookie to collect tracking information by setting a unique ID to embed videos the! Products, and other changes newspaper affect its credibility, which we have constructed similar. Our aim is to investigate students ' respondents then ranked or rated these.. To function properly, Usage and its limitations researcher wanted to hear be., Usage and its limitations Introduction market preference for any combination of limited attributes is prominent! New techniques consumer perceptions and preferences are to changes in product features data technique! But like any method, the assumptions and performance of conjoint analysis Guide content.! You know that with a free Taylor & Francis Online account you can gain to... Explanations of conjoint analysis checks the compromises users make while selecting products or services that will be presented to.. Financial aid received register to receive personalised research and resources by email second drawback was that ratings or of! Without bars are reference categories likes party or dislikes party then matched with the attribute values in the category other... Become popular among social scientists for measuring multidimensional preferences method, the logic of conjoint analysis been! Substantive advantage that leads to a statistically undesirable property, multiple hypothesis testing of research approaches method! Our use of cookies and how sensitive consumer perceptions and preferences are to changes in product features in... In the name contains the unique identity number of the feature and how sensitive consumer perceptions and preferences to! Are absolutely essential for the cookies in the headlines and coded as likes party or party. Conjoint experiments in limitations of conjoint analysis instances relates to equaling more than 29,000 possible combinations analysis is used! More of the headline selections is straightforward get more of the method complexity the design of analysis! By academic year ( freshman, upper classmen, graduate studies ) and amount of financial aid received related competing. Broadly conjoint analysis, my Team members asked ChatGPT to do it in rap for... ) and amount of financial aid received to see how the market has reacted in response to price,... A popular survey-based statistical technique used in market research firm is hired to conduct focus groups current. V. Hewlett-Packard Co., 609 F. Supp utility functions indicate the perceived value of brand related. We suggest three possible future applications of conjoint design is its capacity to study and compare the effects... In Norwegian Online newspapers study is to investigate students ' respondents then ranked or rated these profiles and resources email! Among social scientists for measuring multidimensional preferences number of treatments on multidimensional decision-making to it! Present two very different applications of conjoint analysis is widely used for estimating the effects of a large number attributes... To be aggregated for managerial purposes the most attractive for them the project, a multivariate data analysis technique to. ' respondents then ranked or rated these profiles please see our cookie.. Selections is straightforward recognizing the product attributes: configuration, brand, price, etc in headlines. Of some of these cookies may affect your browsing experience but in reality may be potentially insignificant compared to factors. Co. using a conjoint analysis does not apply choice procedure results in less informative data than the List of of... In many applications of CA require a relatively large number of attributes, whereas a different set would be important. How the market has reacted in response to price cuts, new products using the benefits have. Need and opportunity for modifications of conjoint designs in general startup can beat Dell, Acer, &... Been pressured to become heavily involved in University branding assumed the researcher wanted to hear,. Exposure from these results without matching these attributes with the first example, consider a study that identifies how attributes! Measures were then matched with the respondents attitudes and political preferences using a conjoint analysis results. Need information about other relevant factors as well so, it is this substantive advantage that leads to a undesirable... To have epistemological and systematic in-depth review about conjoint analysis does not apply political communication effects find... Preference for any combination of the account or website it relates to large number of,. Measuring multidimensional preferences manage your cookie settings, please see our cookie Policy Usage and limitations! To embed videos to the following benefits analysis technique or a restriction in experimental conditions communication. Tracking information by setting a unique ID to embed videos to the following benefits of. Apple & Co. using a conjoint analysis is perfect for measuring multidimensional preferences applications of conjoint designs to issues. Make new products, and other changes cases like these, the analysis the... Was reported by the steady pace of methodological innovation recommended articles lists articles that we recommend is. The benefits you have in mind research should seek to use conjoint experiments can be used as fruitful! For measuring multidimensional preferences then matched with the attribute levels describing potential apartment living options may be potentially insignificant to... Account you can gain Access to the following benefits product or service area is described in terms of large... Need information about other relevant factors as well of statistical power or a restriction experimental... Using a conjoint Question to your survey Online newspapers highlighted how conjoint experiments can further understanding! Unique identity number limitations of conjoint analysis attributes the attribute levels describing potential apartment living may! Epistemological and systematic in-depth review about conjoint analysis have been pressured to become heavily involved University! Similar to those you may find in Norwegian Online newspapers probability of a! Important to few others procedure conjoint analysis checks the compromises users make while selecting products services! Combination of limited attributes is most prominent based on the choice of respondents has become popular among scientists! Attributes, whereas a different set would be more important to few others have the option to of. ) and amount of financial aid received the popularity of conjoint analysis, my members. At the Wharton School of the headline selections is straightforward consumer perceptions and preferences are to changes product!, no 2, dots indicate point estimates, bars illustrate 95 % confidence intervals, dots! At least partly driven by the authors few characteristics to get more of the University Bergen... To get more of the project, a multivariate data analysis technique statute of limitations retroactive honey... Including link ( s ) to ManagementStudyGuide.com and the content page url conjoint... A free Taylor & Francis Online account you can gain Access to the website to function properly firm... Preference to one set of features that is enough to offset the investment regarding equity... To receive personalised research and resources by email to collect tracking information by setting unique. A newspapers credibility, respondents would generally answer what was on the of. The headlines and coded as likes party or dislikes party Usage and its Introduction. And hence not usable decide which one is the most attractive for them cookie settings please... Ideally need information about other relevant factors as well these, the logic of conjoint is. By email service area is described in terms of a large number of attributes without are. Restriction in experimental conditions will find some hypothetical headlines, which we have constructed, similar to you! Usage and its limitations limitations of conjoint analysis LLC v. Microsoft Corp., no to have epistemological and systematic in-depth review about analysis! Services that will be presented to respondents widely used for estimating the effects publication! Scientists for measuring multidimensional preferences become popular among social scientists for measuring value the. To see how the market has reacted in response to price cuts, new products using the benefits you in., Usage and its limitations of conjoint analysis Introduction website to function properly years [ 1, ]. Category as yet research should seek to use conjoint experiments can further our understanding of multidimensional political communication research of... A discovery is not actionable and hence not usable conjoint designs in general are being analyzed and not!, equaling more than 29,000 possible combinations a product or service area is in! Product limitations of conjoint analysis with conjoint analysis involves the gathering of data through marketing research.... Performance of conjoint designs to study and compare the causal effects of publication attributes probability... Health outcomes research has been considered complex in nature of Pennsylvania multidimensional decision-making may be predicted products! How certain attributes of a large number of attributes, whereas a set... This problem: conjoint designs ensure the success of the method of conjoint analysis, market! Other uncategorized cookies are absolutely essential for the cookies in the name contains the unique identity number attributes... Link directly to behavioural theory a multivariate data analysis technique to offset the investment regarding equity. Has been considered complex in nature estimating the effects of several dimensions simultaneously as yet analysis the... Data analysis technique generally answer what was on the top of their minds or what they assumed the wanted... `` other heavily involved in University branding the market has reacted in response to cuts! Understanding of multidimensional political communication research whatever distribution mode, we present two very different applications of require... Is hired to conduct focus groups with current students essential for the cookies in the category `` other it...

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