Focus groups are also known as group interviews or group discussions. They are used to understand the attitude or behaviour of the audience.
Six to twelve individuals are selected and either one or two moderators (those who lead the discussions) are selected. If there are two moderators, they will adopt opposite positions. It is the moderator who introduces the topic.
Discussion is controlled through these moderators. The group is watched from adjacent rooms. There are various devices which are used to record these discussions.
Objectives of Focus Group
Steps involved in conducting Focus group
Advantages of Focus Group
Disadvantages of Focus Group
- Marketing Research - Introduction
- Limitations of Marketing Research
- Data Collection in Marketing Research
- Depth Interview
- Case Study
Authorship/Referencing - About the Author(s)
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