Focus group interviewing is both a widely used and a widely criticized research technique in marketing. What
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Focus group interviewing is both a widely used and a widely criticized research technique in marketing. What are the advantages and disadvantages of focus groups? What are some kinds of questions that are appropriate for focus groups to investigate?
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Advantages of Focus Groups 1 Rich qualitative data Focus groups provide a platform for indepth discussion and interaction among participants allowing ...View the full answer
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Authors: Philip Kotler, John T. Bowen, Seyhmus Baloglu
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