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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.
British Food Journal – Emerald Publishing
Published: Sep 1, 1990
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