Using focus groups as a consumer research tool

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Abstract
Focus groups are an effective strategy in consumer research if conducted properly. Too often the meaning and origin of focus groups have been distorted by marketing and consumer researchers and the validity of retrieved data is questioned. By looking at the definition and evolution of focus groups, definitive advantages and disadvantages of the method emerge. Focus groups provide the collective insight of group dynamics while preserving individual preferences. If focus groups are contrived using true qualitative characteristics, this method may yield the strongest data for use by consumer and marketing researchers in truly identifying with customers today.

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