• Entry
  • Reader's guide
  • Entries A-Z
  • Subject index

Focus groups are a qualitative research methodology in which a small group of participants are led through a focused group interview about their attitudes, opinions, and perceptions of a message, product, service, idea, or concept. Focus groups are used when group ...

    • Loading...
    locked icon

    Sign in to access this content

    Get a 30 day FREE TRIAL

    • Watch videos from a variety of sources bringing classroom topics to life
    • Read modern, diverse business cases
    • Explore hundreds of books and reference titles