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Focus Groups A Discussion

Focus Groups A Discussion Considers the focus group as an alternative to the traditionalstructured questionnaire. Their appeal, what they can and cannotachieve, and four key questions related to conducting focus groups arediscussed. Focus groups are relevant to a broad spectrum of marketingissues related to the food industry, and it is concluded that their rolewill continue to dominate qualitative market research. Increasingly highstandards will be demanded of moderators, perhaps leading to recognisedqualifications for the holding of focus groups. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

Focus Groups A Discussion

Jenkins, Mark; Harrison, K. Sara
British Food Journal , Volume 92 (9): 5 – Sep 1, 1990
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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0007-070X
DOI
10.1108/EUM0000000002333
Publisher site
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Abstract

Considers the focus group as an alternative to the traditionalstructured questionnaire. Their appeal, what they can and cannotachieve, and four key questions related to conducting focus groups arediscussed. Focus groups are relevant to a broad spectrum of marketingissues related to the food industry, and it is concluded that their rolewill continue to dominate qualitative market research. Increasingly highstandards will be demanded of moderators, perhaps leading to recognisedqualifications for the holding of focus groups.

Journal

British Food Journal – Emerald Publishing

Published: Sep 1, 1990

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