Sidney J Levy is an internationally recognized writer whose ideas began to influence marketing executives in the late 1940s. They continue to impact today on: how we think about marketing's role in management; how managers develop product and brands; how they understand their consumers; and how corporate and academic researchers investigate marketplace concerns. Brands, Consumers, Symbols and Research is a comprehensive collection of Sidney J Levy's essays and studies of marketing.
Chapter 48: Focus Groups
The focus group interview is a very fashionable method of gathering marketing research information. This vogue has grown rapidly in recent years. It is so popular that in many minds it is synonymous with qualitative research and is commonly the only qualitative method used. The basic idea of the focus group is a simple one. A group of people is brought together to discuss some certain topics, commonly for 1 to 2 hours. The interviewer—leader, moderator—raises various issues, focusing the discussion on matters of interest to the researcher (and the client) in accordance with an outline or general guide.
Gathering the Group
In convening a focus group, it is necessary to think about how many people should be present, who they should be, ...