ABSTRACT
This chapter begins with the history of FGD as a research tool, followed by an account of its nature and types. Next, it describes the steps in implementing FGD, together with extensive summaries of two examples of carrying out focus group research. The primary aim of focus group research as part of marketing strategy is to elicit the views and opinions of a cross-section of clients on new products to assess their potential popularity before launching them in the market. After establishing the rationale for relying on focus group research to address the topic the author elaborated on three aspects of their work: recruitment of participants, logic of sampling and style of moderating the proceedings. The proponents of the weak position agree with Merton’s core contention and acknowledge the limitations of focus group research from the standpoint of representation and reliability.
