Focus Groups: A Discussion
- 1 September 1990
- journal article
- Published by Emerald in British Food Journal
- Vol. 92 (9), 33-37
- https://doi.org/10.1108/eum0000000002333
Abstract
Considers the focus group as an alternative to the traditional structured questionnaire. Their appeal, what they can and cannot achieve, and four key questions related to conducting focus groups are discussed. Focus groups are relevant to a broad spectrum of marketing issues related to the food industry, and it is concluded that their role will continue to dominate qualitative market research. Increasingly high standards will be demanded of moderators, perhaps leading to recognised qualifications for the holding of focus groups.Keywords
This publication has 5 references indexed in Scilit:
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