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Focus Group Interview

  • Nuttavuthisit K
Springer Singapore, (2019), 141-164
DOI: 10.1007/978-981-13-6142-5_6
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Abstract

The focus group interview is a data collection technique that has received great interest among marketing practitioners. By inviting a group of people to exchange their views about certain subjects with a moderator to facilitate the discussion, the focus group could produce information in a rather quick and cost-effective way.

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APA

Nuttavuthisit, K. (2019). Focus Group Interview. In Qualitative Consumer and Marketing Research (pp. 141–164). Springer Singapore. https://doi.org/10.1007/978-981-13-6142-5_6

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