ก กก
.
. !"ก# "
$
กกก กก !"#$%&' (#)ก"
*+ (#ก%,ก)&!# &-" %). !# &/&0$&-''' -1ก )&+'"* +/20&'3 +& /&%/ก, "#1)กก4'/&0',+&(#+&ก % กก%5ก/ก)ก ",ก1%-1ก%& /&/, 62$)&2% ก!22% /&0 -1 ก6'ก)ก20&6ก"
ก "# '+1+"#+&ก )ก%&%ก, +&ก-2ก%6ก"#% -1 กก20&%6กก "# '+-1"ก1"#1 ก%6กก "# ! !( 1ก'%, (1) 1%' ก#/&/20&%6ก" (2) 6/&)ก"
(3) 6!0%)ก<= (4) ก"%'',+&กก (5) ก+ก)1ก"
(6) "#1)ก" (7) กก (8) ก 1/&0 -1 (9) ก2 )"&/'" ,$%&'-"/'"#ก 6(($&%&
$%
กกก ก (Focus Group) กก4'/&0 !(#"#)&
ก&/)"%& *+ (Kotler 2003; Morgan 1996; Stewart & Shamdasani 1990) )
"%& ก-1ก+% (Churchill & Iacobucci 2002; Greenbaum 1993; Kotler 2003; Ritson 2004) %& / (Agar & MacDonald 1995; Lucasey 2000; Schilder et al. 2004; Stockdale 2002;
Webb 2002) -1%&ก*(ก (Brotherson & Goldstein 1992; Flores & Alonzo 1995; Lederman 1990) +& (#,)&ก)ก ! (Denzin & Lincoln 2000; Edmunds 2001) $ก4 +กก ,)ก"ก"#$))ก 20&'3 ก)&6ก%0 (Healy & Perry 1998) ก"#กก "#$)!!1,"#1"!-11"2' +m !"#+,$&-& -+"#ก 20&' ก20&'"#6+%)/&
ก+ก)ก"6)-+1 ,$%&%& (Edmunds 2001; Stevens et al. 2000)
'" ,ก"'"ก!#6-"ก"6กก ! 3%
'/&%-1/&/, 6ก-2ก%6กก '+-1"ก1"#6 /20&%6ก"ก "#% )ก%6กก 1ก'%&/,+ "&/'" $%&
6-"/')ก"6"#ก" ก 6( !#)&กก 20&' ก ก ก*(ก-120&)$%&6$1 ก+)&)ก"6!# & %).)&!#+' -1
"* + 0&(ก/20&'3 + & 'ก - % +& 113+!+$
กก&!'
กก !"#(ก"#)&ก'/&0)&/&#"#0กก6%
/(,3%20& กก5!/ก (Morgan 1996, p. 130) ก%,ก)&!#+ 1 +. %+$,
(1) !#& +p)ก!#6$"%'%&ก+$
(2) !# &/&0(#)&6&-''' (3)!#)&/&0!,p+2+q'ก
(4)!#)&)ก"%'- %ก#ก'2+q'ก).
(5) !#)&+' -1 "* + 0&(ก/20&'3 +'ก"#)
(6) !#r%3ก)&20&20&' ก$%&3ก/&ก+ก 20&'3 0&(ก %5'+$+/&"#"%' (Churchill & Iacobcci 2002; Doherty 2002;
Kennedy 2002; Stevens et al. 2000)
ก+. '"/ & 3 '3 '""#(ก"กs '"##!! 3- 3!' 'ก#. ก)&กก # (1) +&ก"%' %). (2) )&
1#3t/& (3) )&1กก/ (4) )&!u-''' (5) +&ก %). ก1% (6) +&ก+6-/2+q'ก (7) +&ก12ก)&
/2+q'ก -1 (8) +&ก'2/ก"#"6-& (Edmunds 2001;
Kinnear & Taylor 1996) ",,กก+%)&กก "%'- % +'"* + 0&(ก/20&'3 )',+&!#"6 /&)+ +&ก-1!w+ก/20&'3 $%&ก/(, (#1 )&6 &'ก)&+ก' +&ก/20&'3 $%&%/(,
$ก4+ ก#ก)&0-''/ก%,)ก%+$, (1) ก+%) /, %"& (2) )&)ก6)/&"# $+ 0&(ก+ก. (3) #+&ก 6+' "$ 6"$ (4) "6ก)ก "#$/&)(+ 1 /ก !,. (5) )&13t2+q 3 ก#. (#-&2!ก$ก4$1 -ก&$/#+.,$%& (6) +&ก1%กก"6 !1$)&ก -''ก ,-"$%& -1 (7) +&ก+, )&ก'2+q'ก (Edmunds 2001; Stevens et al.
2000)
6'0-''/กก 3%ก+ก1ก'%&ก +,-+ 8-10 #ก 0)&"#ก1ก%4$%&%&% (A One Way Mirror) !#)&0ก &20&ก+ก/&
ก+ก$%& 3%20&%6กก"-120&20&6ก"(#ก)&)ก"ก 1 90 " ( 2 #3 3%20&%6ก"+&20&ก1+ &)&" ก )ก ก%ก)ก-%
%4 0&(ก ",1'ก+/&"#ก6%$& (Cooper & Schindler 2001; Edmunds 2001; Kotler 2003)
กก 0-''#.ก กก "3"*!" กก กก "+4+ กก "%"* +& (#-+11/&%/&%&"#-+ก+
ก$ $ก4+'" ,16!)/ก"6กก -''+p",!#&
/&)!,p)&-ก20&' ก ก ก*(ก-120&)ก
#(#("#กก
ก"#3%กก ,$%&' !1/&%ก0 4 1ก
(1)กก %,"#')&$%&%-11)ก"#0) 1%'!,p',+& 0)/,+/ก!uก' % (#20&/&06ก%ก#ก'
<=/&,. (Kinnear & Taylor 1996; Morgan & Krueger 1993; Stevens et al.
2000)
(2) กก "6)&/&)(/&"#)<=ก/(, ",20&
"3+&+'-1'"'+/&0+"#6-%+ก $%&
%& % ,)&20&& /&)$%&(ก(,-1 &!' %).
/20& (#13+กกกก"#20& %% (Kinnear & Taylor 1996; Morgan 1996)
(3) กกก !"ก#ก %-/4"#6 =/ก, 20&6!w+ก
"#'& -1ก+-0)+. "#2กก5ก+ก/ )ก (Morgan &
Krueger 1993; Morgan 1996) (#2กก"ก 1กก2/ก%#
/-+1 ก (Healy & Perry 1998) (#ก2, z2/ก { (Carey 1994) zกก (Synergy){ (Keown 1983; Zikmund 2000) ",,20&%6ก"ก+
ก(5ก/20&"-+1 )ก $%& "6)&20&%6ก" /&)(- 0)/ก)ก $%& (Kinnear & Taylor 1996; Stevens et al. 2000) %,2ก5ก /ก ,)&ก"ก &!' %).$%&!#ก/(,%&
(4)$%$ #กก"6ก"ก ,1+- 6ก&.$&&
-1%"/(,ก & 6-8 !&ก 3%)&20&%6ก""#2ก'
% ()&%ก1%",-1#'"'ก'ก%#/-+1 (Kinnear & Taylor 1996; Morgan 1997; Zikmund 2000) -1ก%"&ก"6 )&1%-1 )&)ก%"%& ",%+&" )ก20&/&"ก -1
% )&)ก1/&0ก%& (Morgan & Krueger 1993)
3% กก %%"#กก4'/&0)1%'!,p"#% % "6)&
ก)ก 5ก+ก ",1%-1ก%& -&%ก %%&#'"'ก' ก !#.)/,/ก/,6',+& ก%# +& -+!1ก ก ,1%",-1("6)&กก+%ก6ก$%&ก)&ก, /&'ก!"#ก%/(,/กก ,กก%/(,$%&ก (1) /'ก20&/& (2) /,+/ก3+ก (Logistics) (3) }!1+/20&%6ก"ก -1 (4) ก- (Stevens et al. 2000) (#'" ,$%&-"-ก&$//&'ก!"#ก%/(,%ก$&)+
"# 1
) 1: ,-#($ก) "ก#-.#กก !#("!กก('#
ก #($ก) "ก#-. กก('#
1./'ก 20&/&ก
ก %ก20&"#+ก'm"#
+,$& 6 =+ 64)ก ก (Kinnear& Taylor 1996) - 20&/&ก"ก ก$ 0&
1'กก#ก'/&#"#
"-&1$)& 4+
#%ก$%&
- 20&"# 1'ก/&
ก ก-& ก1-%+%-1
"!+20&/&#"# , -ก
- 20&+&+,+p//&ก6%)ก 20&/&"ก 3%+&
%ก20&"#$ '++"#+&กก
$$%&
- /'ก+&"6+/&ก6%
/&%!#)&$%&' "# '+++
"#+&ก",
2. /,+/
ก3+ก (Logistics)
"#)ก%6กก 6 =ก (Edmunds 2001) - "#%ก"+&+,0)'
"#1%ก+20&/&""#1%"
$%&
- +&'%)"#!!
- &#-%& 0 - -1ก#"#$%$112 ก1"'+ !/$%&
- )กก)&"#!#%6ก"
ก ก"#"#20&/&" ก
%"$%&1%ก $~~m )+&% 16"2 6'20&/' )&ก"#"#ก$+%
/%กก
- %)&'%-ก20&/&!
!
- &"#)&"ก &"# 0 ก# --11 3% # ก"#1)& ' #'"(ก -1! ",ก1ก"#ก%&
% +&
ก #($ก) "ก#-. กก('#
3.
/20&%6ก
"
'"'"/20&%6ก" ' 6 =#+264/ก%&, (Kinnear & Taylor 1996; Stevens et. al.
2000)
- 20&%6ก"# +#62"6)&
ก&$%&
- 20&+&ก20&%6ก""#2ก
ก'%-1&1'ก) ก%6ก%ก-&113 ก
4. ก-2 )ก !(#(ก
ก %&, !')ก 1 /&0 "&"ก (Krueger 1993)
- ก1-1 1/&0"6$%&ก ก",,!1/&0"#$%&กก"
6ก
- 20&%6ก"-120& ",20&ก+
ก1+&%'"(ก,.$&)1"#
ก"%60
- ก -1"6'"(ก""กก
"/-+1ก , %
- ก'"(ก! /ก"/
-+1ก $&
- ก"%ก"+กก4'
$&
- ก-ก-'''ก#ก'1%
+)&-+1 $%&กก$&กก
"
- ก)&" ก 1, (Content Analysis)
"#: ' ก Edmunds (2001), Krueger (1993), Kinnear and Taylor (1996) -1 Stevens et al. (2000)
$ก4+กก /&"# 6((3% $%&%,
(1) ก&'(#"' 3%ก20&' 62/กก $ ก 1ก %4%ก'20&/&ก กกก62,$)&2/ก6)1%'
!,p',+&",
(2)ก )*' !1)ก! 4+ก 2กก"
ก ก2%!%$%& (#ก%/(,$%&ก +/20&%6ก" 20& -120&' ก ,
(3)ก&ก!+ !/2กกกก 1/(,ก'20&%6ก"ก ก (#' %ก+&ก '+-1"ก1+"#16)'"+$
%,(กก)ก20&6ก ""#%$%&
(4) #กก"0)0-''1(ก/&0ก-1 ก)ก' 1-1-2 %,/&0"#$%&'ก -1ก+ก6$)& (Lahey 1999;
Kotler 2003; Malhotra 1999)
%,(กก6ก"#-16)&)&กก ก'ก#. !#)&
$%&2"# !",)กก4'-1ก 1/&0 (Advertising Research Foundation 2003; Doherty 2002;
Harrison 1994; Wade 2002) 3%)&กก ก-1ก (Doherty 2002)
!1กก"6กก "6)&/&)<=$%&/&0).ก/(, -1#ก"6 กก "6 /&)(2ก$%&1%(ก(,ก/(,%&
ก$%&/&)( %% %%& ",ก-ก&$//&'ก!"#ก%/(,/กก -&
# +$"# 6 =(#ก+&"6 /&) ก-2ก%6กก !#)&$%&2ก ก "# !#
ก/ก%"กก
)ก"6" ก+1''",กก %& ก1'<=)#/ก ' !/ (Advertising Research Foundation 2003; Krueger & Casey 2000) (#กก%กก /%ก-2"#% (Krueger 1993) %,!#%<=%ก ก( ก-2ก
",)/ก ก 1/&0 -1ก2 ", %6ก+-2"#$&
/&%ก%& (Healy & Perry 1998) %,)ก%6กก "# ! !(
1ก'%+$,
(1) กก&,- ก %1 )กก $%12ก1"'+ !/
(Advertising Research Foundation 2003; Krueger & Casey 2000) %,/,+-ก/
ก, ก"6 /&)ก'<="#+&ก*(ก-"& (Edmunds 2001) (2)กกก กก-1 +ก ก ++3ก
(Random sampling) ก ++ 1%ก (Convenience sampling) ก + ++ 1 (Purposive sampling) +& )กก)&ก ++3ก1"6)&
2"#ก6$+-"/ก 1ก$%& (Zikmund 2000) -+กก
ก !"# &ก& /&)(ก(,(1)กก)&ก -'' ++ 1 (Krueger & Casey 2000) !1ก +,ก20&/&
"#กq '++"#+&ก*(ก$%&
(3)กก&ก!./*0 #ก6%<=-1ก*(ก$%&-& /,+$ กก6%
ก (#1ก'%& 6/ก 6ก/ก -1"#
1)กก 6'6/ก "#1%6ก1ก&!)%
ก/(,ก'/&6ก%%&-1 )& +/<="#+&ก ",6/
%)."#+&กก-+1ก (Malhotra 1999) 3%"#$-&+&%6กก $
#. ก/&0"#$%&')-+1ก "#2# -+ก+ก&ก20&%6ก
""6$%&/&0/ก %$$ (1 %กก (Zeller 1993) 3%ก+-&กก%/(,#$%&ก%6กก $+#1 3-4 ก (Krueger & Casey 2000; Morgan 1997) $ก4+6/ก ก0ก6ก%3%
/&6ก%"ก5'+กกก /&6ก%%&-1 )& +& (Knodel 1993)
%,3%"#$ก)&6ก 1 2 ก +กก"#ก 2 !*-1
= +& (Healy & Perry 1998) !1ก"#ก)ก "# ก,)&
"-ก# %4-11'กก$%&%ก (Morgan 1997; Krueger & Casey 2000).
6'6/ก)ก $กก6%-3%6+,-+ 6-12 (Churchill
& Iacobucci 2002; Edmunds 2001; McDaniel & Gates 1999; Stewart & Shamdasani 1990; Stevens et al.
2000) (#6+#6"# %ก1 5 -1ก ก+"#$ก 8 (Healy & Perry 1998) 3%)&"
/ก= /&%, =6 )&6กก"#+&ก1 2 !#ก 6$&)&$%&6 +"#+&ก (Morgan 1995)
6')กก "#1!!+ก&$+120&%6ก-1ก/
ก ",ก6 4+/&ก ก01 1 - 3 #3 ) -&ก'
#กก $ )&ก 2 #3!1ก -3&)&/&0",%"#20&+&ก)
#3"#/ก"-& (Healy & Perry 1998) %,3%"#$-& )&1 1.5 - 2 #3 (Malhotra 1999)
$$#/0(%"กก
20&%6กก 20&"#'"'"6 =+ !/ก%,ก (Edmunds 2001; Greenbaum 1993; Stevens et al. 2000) ",,(+&ก20&%6ก"# -1
"ก1"#1ก'%ก 3%กก6ก' )&)&ก%6กก !) ก"6ก%ก (Kinnear & Taylor 1996; Stewart & Shamdasani 1990; Zikmund 2000) (# '+
/20&%6กก "#6+& ก !ก4 ก1+ &ก /ก )ก0&"#%4 % 6"#% "ก1)ก~<-1ก"#%
"ก1)ก' 1'ก-1' ก!"#% +& (Edmunds 2001; Kinnear & Taylor 1996;
Stevens et al. 2000) 6'ก1/20&%6ก"ก "#% 10 1ก%, (1)20&1'ก)ก"61",
(2)20& )& 6-16-")ก%6ก1",กกก%6ก
"ก ",
(3)20&ก+-"ก6"ก %$&&ก%6ก (4)20&"6 /&)%+/&#"#+&"6ก&
(5)20& )ก)& 6-16!#+"#13-ก3 กกกก5'++) ก6"ก )&1"!",
(6)20& ' ก "$%&3%$"!$ก0ก/ก
(7)20&"#ก!u+)ก)&ก).)ก6)0-''+.-1ก-%!#1
$%&/ % &/&$)+)/กก
(8) 20&)&!!3%#+,-+/,+/ก %ก +&
(9) 20& )ก-% 0&(ก"#+&ก"6)&3 ก1' 64 !
(10) 20&ก-%ก"#ก1+&-1ก1,ก1 !#"#1ก!/ก )& ) )/&ก"-&2$#3-&ก4+ ( Kennedy 2002; Stevens et al. 2000) )' ,ก20&20&%6ก"113ก (Krueger & Casey 2000) ก%0-
#/-1 #%# ก ' ก'"(ก ก%'"(กก"-15ก/ก -1
#'ก"ก 1)&/&0!#+)ก -1 1/&0%&
ก%"กก
6')ก%6กก ,<+."#2+ 64)กก )&
!0 9 1ก $%&-ก (1) 1%' ก#/&/20&%6ก" (2) 6/&)ก"
(3) 6!0%)ก<= (4) ก"%'',+&กก (5) ก+ก)1ก"
(6) "#1)ก" (7) กก (8) ก 1/&0 -1 (9) ก2 (#
1%)-+1/&16+6%'+$
(1) กก&$ ก1 '&ก!+ + 1 )ก"61+ก6%
1%' ก#/&'"'"/20&%6ก" (#/(,ก'61%4/&"#'ก/(,
" -1 /&%ก%/)#/ก ' 5ก/ก # (Morgan 1996) ก'"'"ก#/&ก&,ก/(,ก'6/1%4"#0ก/(,ก-11%4"#$
0ก/(,กก $ก4+กก$$%&61%4"#-"#$&
ก + Lederman (1990) $%&)&ก1%4 6ก&.$&กก
"6 5 6 )/1"# Byers -1 Wilcox (1991) $%&61%4 6", 6"# /&$0ก/(,ก$&ก( 17 6+& $ก4%'"'"/20&%6ก
"+&mก$)&ก )% (#$%&6"! '6 %/20&"#
-1+& ก1+ &)&ก" ก )& %4 (Crawford & Acorn 1997; Denzin
& Lincoln 2000; Kinnear & Taylor 1996) ",ก %ก""#$ก#/&ก'1%4 63%"#ก %,$$%&ก%ก +/20&%6กก%& (Morgan 1997)
(2) )& #ก!+ )กก6%6/&)ก"ก #"#กก#
(# ",,!1)'ก "1 ก1+&)ก!0% ก )/1"#'ก
$, ("6)&ก+ก ' /ก" (Stewart & Shamdasani 1990) 3%
}#6/&)ก"ก "#-16$& &ก 12 6 3% 61 10-12 6ก!!ก')ก"ก 1 2 #3 (Krueger 1993)
(3)&#ก2,- !//&0"#$%&'กก"ก 1 !3%+ก' !/ 6 (#)=ก)&" ก-'' Funnel approach (#" ก 6 3%#ก 6"#.$ ก1"#)+"&.1 6"#}!11ก/(, 6 $+ 0&(กก (Zikmund 2000) 6-16)&)& 6"#1ก'%& 6 z1$ $ $ -1"6${ (# 6%r%"#ก1+ &ก"$%&%ก 6
%r% (Emunds 2001) -1)& 6"#ก1+ &ก" zก '!#+ก { ก4$%& $ก4+ 1%&ก 6 z"6${ "6)&กก )&+ 2 )ก+'+'-''mก+กกก+'+ 0&(ก"#-"& (Krueger & Casey 2000) %,กก 6" ก ,(+&ก %&' '!#$)& 6,$
&ก)&ก)ก ก% 0&(ก'ก%ก+'-''-ก&+ (Stewart &
Shamdasani 1990) (#ก"#)&%ก/&+&#"#-% 20&%6ก"$!-++&
))#/ !ก1+ &)&ก%ก"ก /(,", -++&)-1/&)) 1%4 '&/ 6ก%& (Stewart & Shamdasani 1990)
(4) ก+! กก!./*0 %ก'ก"6%&#."#+&ก + 6)ก$&& 20&(+&ก"%'',+&/ 6ก'20&#=
)กก ก !#/% 6"#ก)&ก% /&)2%<= -1!#)&- ) 6!0%"#)&)ก 6, 0ก+&1 + /&)-11ก' u/ก)ก (Stewart & Shamdasami 1990) )ก+'',+&
+'ก'20&#="#1'ก)/&, 1 5 ", "%'ก' ก +mก 5 ก%& (Healy & Perry 1998)
(5) " ก!+ก )+&/ก"'"# 6 =ก"# %6'ก ก (#12+'ก*-12/ก"+ (Krueger & Casey 2000;
Morgan 1997; Wimmer & Dominick 2003) ก)/กr%ก"ก "ก กก$ ',ก-1&'ก*(%%)&-กก)ก $%& %,กก
#ก" )&ก)ก " ก $%&'1"-1 #%# ก,(
#+&ก"%&ก"ก")&ก' -&( '(!/1%4 )ก กs1'')ก"ก -1+&&'ก*"#"6ก6-!"#ก-+1 &$&!#r%ก,+%& (Krueger & Casey 2000) ก)&1'ก)&ก ก%
ก"$ %# (Wimmer & Dominick 2003)
กกก+&'-1ก-&1%ก#ก'ก"6ก )&-กก-&
20&%6ก" -&กs!,p/ก") ,, #/กก " ก 10ก กr%)/,+ก2 -1)ก" ,,$ 6+'"#0ก2% ",,!#ก1+ &)&
กก " ก ก)& 4กก/(, -1#กก"%ก+&ก '"(ก!#6$)ก 1/&0-12 %,(+&/&)&ก!0%"1 ", &ก"#ก #ก6)& 40-&ก' ก% %/(,ก4)&
%'"(ก$&)ก1%"#$%&%+$&)&-&(61%4%ก#(!0%
/ก,.
)#+&/ก"'"#ก"# % (Stewart & Shamdasani 1990) 3%}!1
"*"-1ก""#+กกr%ก",#"#$"6$%&
(Krueger & Casey 2000) " /20&%6ก"#&)&$%&/&0 %4!#
/(,, ก 6-1ก %!0%1 5 " (Krueger & Casey 2000) ก 6 1-ก&$/<=#ก' "#ก1!0%! 4%ก' #"#!0%
-& %กก'" ก %!#~< 6+' 1)&20&%6ก$%&' %4!#+ " #."# )&ก ก$1 6+'/ก ก$
/%1)ก!0% ก$-% 4/20&%6ก" (Armstrong 1985) -1ก 20&~<"#% (Gordon 2001)
)"&/ก"ก )&ก/ก $%&3ก-% 4)&/&-16 ก#ก'3%ก'- %/ก"6) ,,. (#1ก %%/-+1 1%4/&กก""#2 (Healy & Perry 1998) )ก"6,1$%&13 2 "
(1) "6)&ก/&)-1(ก'- %/ก$%& -1 (2) )&3ก-ก ก"#1$%&'/&0+.กก#(#20&"#1'กก#ก'/&ก"%ก ก%&
)"&(#ก r%ก"ก กก(#"#1$%&'/&0!#+ 3%20&%6 ก$!-+1ก/' ก" ก "#/&-1ก'กกก"ก "
, -+20&%6ก %4"#ก#/&ก'1%4ก""#2(#$%&' -1 6"#6 = 2 6 (1) 41$!#+ก$ -1 (2) ) "#
1$!0% / 4%&ก (#ก 6,)&ก-ก&$/ก'- %"#$-1ก1+ & %/กก ' "#$$%&$$%&!0%(
ก (#)&$%&/&0!#+ก'1%4"#1/%$กก" (Krueger
& Casey 2000)
(6) กก!2+1%$ก -&กก 1%/(,"#)%ก4$%& (Edmunds 2001) 3%"#)กก +& ก$ก)&ก% + $"6)&20&/&
"ก ก% 0&(ก(%% ก4$'",ก-1+) (Morgan 1997) ",,!1
"#"!+ก"",ก)&/&0/20&"ก (Krueger & Casey 2000)
#$ก,"#)ก%ก"/(,, "#(#20&/&"ก %
"$$%&1%ก-1+ก%" (Tynan & Drayton 1988) 6'#-%&"ก
!/"#"#%กก ก4 6 =%ก %,!-%&/&"#)&
1''$0ก'กก)&ก% 6 = ",,!#ก1+ &)&ก/ก " ก
$%&ก% 0&(กก)ก!0% ก (Healy & Perry 1998; Kinnear & Taylor 1996) 3%)=ก"ก%/(,3%ก#'3+1ก (Morgan 1997) !1ก"#20&
"3+1'ก'1)&#$%&1%ก2 3%$0&(ก"#)ก3%}!1 ก"")ก# (Stewart & Shamdacani 1990) $ก4+ก'"$%&)&)&
&#"#ก&,#'.-13+1ก-~0%&)ก%ก"ก (Stollznow &
Byde 1985)
(7)กก" )ก%ก 12+ก/&/กก %,"#
ก)&+&"#20&/&" 1%ก$+%1ก)%. (#%กก 41 17.30-19.30 . ",,!1ก ก10&(ก2
"6)&20&%6ก"ก1+ &)&ก%ก"/(,$%&-1"6)&" ก ก$ก'ก
!0% (Tuckel, Leppo & Kaplan 1993)
(8)ก$0 #/ก 1/&0)ก !" ก%#"#"&"&
ก (Krueger 1993) )ก 1/&0/กก ก)&/,+/ Content analysis )ก 1/&0"#$%&%ก (Neuman 2000) 6'ก 1%,11 ก'กก+ก)#/ก#กกกก+ก++ !w+ก (Malhotra 1999) 3%กก+-1 11%0"# z 6!0%{ ( 6!0%"#-+ก+%/ 6"#)&!0%) ก1/-+1' ) 1)ก!0% /&-1 /ก!0% +&
(9)ก ' ก2/ก"ก 20&+&/&))&0ก+&ก/ก
"ก ก4-+ก+ก!"#)+16/20&/& ($%&'/&0กก
""#-+ก+ก$%& (Lahey 1999) -12กก"ก "#$%&,$+-"
/ก 1กm ",,!16ก +"#&, (Lahey 1999; Stevens et al. 2000)
%, /&0"#$%&' %4"* +"#+<=)ก" 3%$+&
+4+ ก )&/&0 !กก# 3% / ก%ก %+$,
1. $ "#1ก '"(กก"+6%'/)ก" -+)&ก -'''-1') +1%4/&/ก"กก
2. -ก/ '"6(#1ก'%&ก + 1 /ก -1ก -&
(+%&2ก ก62$1 ก+)&-1-"ก!#+) +
3. +&/1 z'" 6'20&'{ (Executive Summary) (#1ก'%& 2ก
"#6 ="#$%& &!' ",ก-1ก62$1 ก+)&3%ก !
4. )/2ก )&++ 1 1%4<=)ก"
5. ก/ก 1/&0)&#ก/&"#.$ (}!11)"&
6. /ก1 ก+)& -1-")ก!u+1%4<=)กกกก 2/ก 3%)&0)/'//+ 1 -1ก/ก, (Edmunds 2001; Stevents et al. 2000)
3% )ก%&กก กก+& 6(ก1"#%/20&%6ก"ก -1
<+."#2+ 64", 9 1ก-& ก1+& 6((')ก"6!#)&$%&2 /กก "#0ก+&-1 !ก%&
$1ก%
)ก"6" ก , 6((<=%&')" ก/,+/ก"6 ",,!1+
1 /')ก +&ก)&-))ก%6กก/ก,.$ก)&ก%
+ )&-ก20&)%"#/&ก ",& #)2/ก"#$%&ก%กก
"6+1''"#0ก+&1!#ก1ก2/ก ",/& +.-1 6-16
!#+)ก"#$%&6 (Cooper & Schindler 2001; Sproull 1995) ก6-1 '2%' )ก%6ก"#ก#/&ก'กก4'ก-1mก213/",20&' ก-120&/&
(Neuman 2000) ก20&' ก"#ก 'ก*(ก/p )ก,+&1%1$ก)&ก%2+!ก ก/20&' %ก -120&+&%6 ก-''!)&0ก+&+กก )กก-''ก+&$ & #'"'ก' )&-12"#$%&' 3%+&$กก#"#$ก#/&ก'ก-'-0 6%& ก 6"#13+20&%6ก-+$ก#/&ก'/& +&
6'/&-16ก#ก'')ก"6"# 6(( 7 1ก %, 1. ""#20&/&1/&ก )
2. 20&+&ก'ก20&/&("%ก
3. ")กก4'ก2กก '
4. "/ +3%20&/&"$)&/&0)/&"#$+&ก!0%($%&
5. ")ก$%&'กกr%#-1"#0/20&/&
6. 1/ก)&1'')ก%6ก
7. 1)ก2ก0ก+&+ก-1+ 1 3%$ + -1
2+&6$)&1++ 1 "#$%&6$&3%$6$%6ก ก +$ (Cooper & Schindler 2001; Sekaran 2000; Sproull 1995; Zikmund 2000)
$2
กก !(#"#$%&' ก&/)ก"
*+ 3%กก4'/&0กก5!/ก 1 8 ( 10 )1%4/&"#0กก6%
/(,3%20& (#20&%6ก"20& ก1+ &-1 ' ก"/ก ก,)&!#
+ 1 $%&+.ก(#$) ! '" ,$%&"'"ก"#ก#/&-10-''/
กก -''+p /&%-1/&/ก%ก /,+/ก-2ก%6ก (#1ก'%&กก6%<= กกก + -1กก6%ก !120&%6ก"
'"'"ก+ 64/"6%, %,'" ,($%&' '+-1"ก1"#6/
20&%6ก"ก "#% ",'"'"/20&ก%& )ก%6กก !#)&$%&2"#
!1ก'%& กก6%'"'"1%'/ ก#/&/20&%6ก" 6/&)ก
" 6!0%)ก 6 ก"%' 6)',+& กก6%/ก"ก กก
"#-1ก++ กก ก 1/&0 -1ก2 6-16)&)&ก ก ก'ก#. 3%)&กก ก-1ก!#)&$%&2"#
!",)กก4'-1ก 1/&0 )"&$%&6(')ก"6"#ก" ก 6( 0&"#$%&'ก'" ,กก ก' ก ก ก*(ก-120&)6$1 ก+)&) /+!#13/+-1+$
$ก
Advertising Research Foundation (2003), Guidelines for Marketing Research, [Online], Available:
http://www.arfsite.org/downloads/GuidelinesForMarketResearch.pdf, [Accessed 18 August 2004].
Agar, M. and MacDonald, J. (1995), Focus group and ethnography, Human Organization, Vol. 54, 78-86.
Brotherson, M. J. and Goldstein, B. L. (1992), zQualitative design of focus groups in early childhood special education research{, Journal of Early Intervention, Vol. 16, 334-42.
Byers, P. Y. and Wilcox, J. R. (1991), zFocus groups: a qualitative opportunity for researchers{, Journal of Business Communication, Vol. 28, 63-78.
Carey, M. A. (1994), zThe group effects in focus groups: planning, implementing and interpreting focus group research{ in Critical Issues in Qualitative Research Methods, J. Morse (ed) CA: Thousand Oaks, Sage Publications, 225-241.
Crawford, M. and Acorn, S. (1997), zFocus groups: their use in administrative research{, Journal of
Cooper, D. R. and Schindler, P. S. (2001), Business Research Methods, 7 th ed, Singapore: McGraw Hill.
Churchill, G. A. Jr. and Iacobucci, D. (2002), Marketing Research: Methodological foundations, Ohio:
South-Western.
Denzin, N. K. and Lincoln Y. S. (2000), Handbook of Qualitative Research, 2 nd ed, CA: Sage Publications.
Doherty, M. (2002), zDont lose sight of focus group value4, National Underwriter/Property Risk &
Benefits, Vol. 106, No. 25, p. 16.
Edmunds, H. (2001), The Focus Group Research Handbook, Illinois: NCT Business Books.
Flores, J. G. and Alonzo, C. G. (1995), zUsing focus groups in educational research{, Evaluation Review, Vol. 19, 409-32.
Gordon, T. (2001), Leader Effectiveness Training L.E.T.: The Proven People Skills for Today's Leaders Tomorrow, 25 th ed, NY: Berkley Publishing Group.
Greenbaum, T. L. (1993), zWhos leading your focus group?{, Bank Marketing, Vol. 25, No. 3, 31.
Harrison, W. (1994), zThe inevitability of integrated methods{, In E. Sherman & W. Reid (Ed.), Qualitative research in social work, NY: Columbia University Press.
Healy, M. and Perry, C. (1998), zFocus groups in academic research projects{, Proceeding of ANZMAC 98 Conference, University of Otago, Dunedin, December, 1-12.
Keown, C. (1983), zFocus group research: tool for the retailer{, Journal of Small Business Management, Vol. 21, 59-65.
Kennedy, S. (2002), zUsing a focus group{, ABA Bank Marketing, July/August, 33-34.
Kinnear, T. C. and Taylor, J. R. (1996), Marketing Research: an applied approach, 5 th ed, NY: McGraw- Hill.
Kotler, P. (2003), Marketing Management, Eleventh edition, Englewood Cliffs, NJ: The Prentice- Hall.
Knodel, J. (1993), zThe design and analysis of focus group studies{ in Successful Focus Groups: Advancing the State of the Art, D. L. Morgan (ed), Thousand Oaks, CA: Sage Publications.
Krueger, R. A. (1993), zQualitative control in focus group research{ in Successful Focus Groups:
Advancing the State of the Art, D. L. Morgan (ed), Thousand Oaks, CA: Sage Publications.
---- and Casey, M. A. (2000), Focus Groups: A Practical Guide for Applied Research, 3 rd ed, London:
Sage Publications.
Lahey, G. (1999), zConsider the alternatives to focus groups{, Brandweek, Vol. 40 Iss. 29, 24-25.
Lederman, L. C. (1990), zAssessing educational effectiveness: the focus group interview as a technique for data collection{, Community Education, Vol. 39, 117-127.
Lucasey, B. (2000), zQualitative Research and Focus Group Methodology{, Orthopaedic Nursing, Jan/Feb 2000, Vol. 19 Issue 1, 54-55.
McDaniel Jr., C. and Gates, R., (1999), Contemporary Marketing Research, 4 th ed, Cincinnati: South- Western College Publishing.
Malhotra, N. K. (1999), Marketing Research: An Applied Orientation, 3 rd ed, NJ: Prentice-Hall, Morgan, D. L. (1997), Focus Groups as Qualitative Research, 2 nd ed, London: Sage Publications.
---- (1996), zFocus groups{, Annual Review of Sociology, Vol. 22, 129-152.
---- (1995), zWhy Things (sometimes) go wrong in focus groups{, Qualitative Health Research, Vol. 5, 516-22.
---- and Krueger, R. A. (1993), zWhen to use focus groups and why{, in Successful Focus Groups:
Advancing the State of the Art, D. L. Morgan (ed), Thousand Oaks, CA: Sage Publications.
Neuman, W. L. (2000), Social Research Methods: Qualitative and Quantitative Approaches, 4 rd ed, Boston: Allyn & Bacon.
Ritson, M. (2004), zFocus group fiasco gives research a bad name{, Marketing (UK), 7/14/2004, 21.
Schilder, K., Tomov, T., Mladenova, M., Mayeya, J., Jenkins, R., Gulbinat, W., Manderscheid, R., Baingana, F., Whiteford, H., Khandelval, S., Minoletti, A., Mubbashar, M., Murthy, R. S., Deva, M. P., Baba, A., Townsend, C. and Sakuta, T. (2004), The appropriateness and use of focus group methodology across international mental health communities.{, International Review of Psychiatry, Feb-May 2004, Vol. 16, Issue 1/2, 24-30.
Sekaran, U. (2000), Research Methods for Business: a Skill-Building Approach, 3 rd ed, NY: John Wiley and Sons.
Sproull, N. (1995), Handbook of Research Methods, 2 nd ed, London: The Scarecrow Press.
Stewart, D. W. and Shamdasani, P. N. (1990), Focus Groups: Theory and Practice, Newbury Park: Sage Publications.
Stevens, R. E., Wrenn, B., Ruddick, M. E. and Sherwood, P. K. (2000), The Marketing Research Guide, New Delhi: Viva Books Private Limited.
Stockdale, M. S. (2002), zAnalyzing Focus Group Data with Spreadsheets{, American Journal of Health Studies, Vol. 18, Issue 1, 55-61.
Stollznow, M. and Byde, P. (1985), Applied Social Research: Qualitative Methods-Focus Group Discussion, Educational Research Development Unit, Brisbane: Queensland Institute of Technology.
Tuckel, P., Leppo, E. and Kaplan, B. (1993), zA view from the other side of the mirror{, Marketing Research: a Magazine of Management and Applications, Vol. 5, No. 4, 24-27.
Tynan, A. C. and Drayton, J. J. (1988), zConducting focus groups a guide for first time users{, Marketing Intelligence and Planning, Vol. 6, 5-9.
Wade, K. (2002), zFocus groups research role is shifting{, Marketing News, March, 47.
Webb, B. (2002), zUsing focus group as a research method: a personal experience{, Journal of Nursing Management, Vol. 10, 27-35.
Wimmer, R. D. and Dominick, J. R. (2003), Mass Media Research: An Introduction, 7 th ed., CA:
Wadsworth Publishing Company.
Zeller, R. A. (1993), zCombining qualitative and quantitative techniques to develop culturally sensitive measures{ in Methodological Issues in AIDS Behavioral Research, Ostrow, D. and Kessler, R. (ed), New York: Plenum.
Zikmund, W. G. (2000), Business Research Methods, 6 th ed, NY: Dryden Press.