To Focus Group, Or Not To Focus Group?

Aug. 6, 2009

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Focus-group research has also become a popular tool for getting consumers’ opinions quickly, because it allows observers to personally view and digest respondents’ opinions within just a couple of hours. Nevertheless, like other data collection methods, focus groups are best suited to certain research applications. They are only one means to an end, not the only means. And yet, many believe that a spoonful of focusgroup research alone can provide all the answers needed.

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