Using The Focus Group In Market Research
- Topics:
- Focus Groups
- Source:
- B2B International
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Overview: The article discusses about focus groups, which take their roots in the social sciences and have been adopted by market researchers as a valuable interface between businesses and their customers. When choosing this methodology, the purpose of the study needs to be considered carefully. The group experience is key; it is about creating the right environment to enable people to freely express their views, using the right tools to get them to open up and to listen to and make sense of their views. Yet article signifies that it is not the type of research that seeks to control and predict, rather it will provide understanding and insight, and it is this very feature that gives the focus group its unique position as a research methodology.
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Format: HTML | Date: Jan 2003 | Pages: 1
