Associate Professor, Business Division, Felician College, Montross Avenue, Rutherford
Online published on 12 November, 2013.
Focus groups are a useful tool to generate ideas and hypotheses, for further research and ultimately action for a product or service. Often, however, they are misused to make a final decision, which is dangerous to product marketing. Focus groups are a valuable qualitative tool, but as a starting point – and should not be used to draw final conclusions.
Qualitative, Quantitative, Focus group, Tools, Moderator, Product, Screened
