Focus Groups: A Discussion

British Food Journal

ISSN: 0007-070X

Publication date: 1 September 1990

Abstract

Considers the focus group as an alternative to the traditional structured questionnaire. Their appeal, what they can and cannot achieve, and four key questions related to conducting focus groups are discussed. Focus groups are relevant to a broad spectrum of marketing issues related to the food industry, and it is concluded that their role will continue to dominate qualitative market research. Increasingly high standards will be demanded of moderators, perhaps leading to recognised qualifications for the holding of focus groups.

Keywords

Citation

Jenkins, M. and Harrison, K.S. (1990), "Focus Groups: A Discussion", British Food Journal, Vol. 92 No. 9, pp. 33-37. https://doi.org/10.1108/EUM0000000002333

Publisher

:

MCB UP Ltd

Copyright © 1990, MCB UP Limited

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