Focus Groups (And Variations)

Keith Goffin, Fred Lemke and Ursula Koners
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Keith Goffin: Cranfield School of Management
Fred Lemke: Alliant International University
Ursula Koners: Cranfield School of Management

Chapter 3 in Identifying Hidden Needs, 2010, pp 52-72 from Palgrave Macmillan

Abstract: Abstract Most companies which want to listen to the voice of the customer rely either on surveys and one-to-one interviews or focus groups. The term focus groups derives from the term focused group discussion2: groups of people with sufficient know-how, or a group of current and/or potential customers engage in a relatively unstructured discussion on a selected topic related to a product or service. Members of focus groups are usually individually recruited, based either on their personal experience of the topic of interest, or simply their willingness to participate in the focus group.

Keywords: Focus Group; Focus Group Discussion; Market Research; Focus Group Participant; Focus Group Session (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-29448-6_3

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DOI: 10.1057/9780230294486_3

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