Focus groups take their roots in the social sciences and have been adopted by market researchers as a valuable interface between businesses and their customers. Focus group research has been used in the industry for more than 30 years and there is a wealth of published literature on the relative merits of the methodology and its contribution to business practise. Whilst some idea of frequency can be gained from focus groups, in essence, focus groups do not seek to measure; they uncover issues, unravel processes and test reactions and perceptions. They can be used stand alone, and they can augment and complement other methodologies. When choosing this data collection methodology, the purpose of the study needs to be considered carefully.

Today’s podcast, written by B2B International Director Carol-Ann Morgan, is the second and final part of our podcast on ‘Using Focus Groups In Market Research’. You can hear the first part of the podcast by clicking here or by subscribing to the podcast. This Podcast covers the following topics:

• PLANNING AND RECRUITING GROUPS
• Number of groups:
• Venues and Timing of groups:
• Getting respondents to attend:
• THE GROUP MODERATOR
• TOOLS OF THE GROUP MODERATOR
• ANALYSIS AND REPORTING

For more information on this area or for more white papers, please visit our company website at www.b2binternational.com. Visit our b2b-blog for more audio content, free eBook, and much more.This podcast is brought to you by Business 2 Business Market Research Specialists

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 Using Focus Groups In Market Research - Part 2 of 2 [18:50m]: Play Now | Play in Popup | Download

This entry was posted on Monday, October 2nd, 2006 at 9:54 am and is filed under Podcast, Whitepapers. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.