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 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.