Focus Group Interviews
In this chapter we discuss one of the methods frequently used in qualitative marketing research, that is, the focus group. We explain what this method involves, in particular its qualitative attributes and the specific approach. Later in the chapter we take a look at a typical research process, paying particular attention to issues related to execution and the selection of respondents. Following this we define the scope of this method’s application, both in regard to research questions it can help us answer and the specific circumstances one might encounter during a study. To round off, we take a look at the most popular varieties of the focus method, their usage depending on the research questions and the circumstances in which the study is to be conducted.
KeywordsFocus group, focus group interview, FGI Group effect Moderator Sample Scenario
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