ABSTRACT
Qualitative research accounts for between 10 and 15 per cent of total research expenditure in the UK. It is growing in importance as marketing professionals recognize its role in providing depth of understanding about customers and their behavior. Wilson (2003) defines qualitative research as ‘Research that is undertaken using an unstructured research approach, with a small number of carefully selected individuals, to produce nonquantifiable insights into behaviour motivations and attitudes’
The MRS defines group discussions or focus groups as ‘A number of respondents gathered together to generate ideas through the discussion of, and reaction to, specific stimuli. Under the steerage of a moderator, focus groups are often used in exploratory work or when the subject matter involves social activities, habits and status’ (MRS, 2003).
