The exploratory techniques of focus group research and depth interviews are similar in many ways, yet each

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The exploratory techniques of focus group research and depth interviews are similar in many ways, yet each offers distinct advantages, depending on the objectives of the research project. What are some of the similarities and differences in these techniques?
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Basic Marketing Research

ISBN: 978-1133188544

8th edition

Authors: Tom J. Brown, Tracy A. Suter, Gilbert A. Churchill

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