Show Summary Details

Page of

PRINTED FROM OXFORD REFERENCE (www.oxfordreference.com). (c) Copyright Oxford University Press, 2023. All Rights Reserved. Under the terms of the licence agreement, an individual user may print out a PDF of a single entry from a reference work in OR for personal use (for details see Privacy Policy and Legal Notice).

date: 24 April 2024

focus group 

A Dictionary of Business and Management

Jonathan Law

An exploratory research group of 8 to 12 participants, led by a moderator, who meet for an in-depth discussion on one particular topic or concept. The participants are generally chosen for their relevance to the particular topic or concept. By skilful use of probes and other interviewing devices, the group members are encouraged to respond in depth to the moderator. These group discussions largely depend for their success on the moderator, who must establish the right atmosphere in order to gain the maximum involvement and cooperation of all the group members. Focus groups are useful in the early stages of developing methods to understand the nature of business or organizational problems and for suggesting issues that should be covered in a questionnaire survey. Discussions are usually recorded and observed through see-through mirrors (with the full knowledge of the group members). Normally, these groups last for between one and three months.... ...

Access to the complete content on Oxford Reference requires a subscription or purchase. Public users are able to search the site and view the abstracts and keywords for each book and chapter without a subscription.

Please subscribe or login to access full text content.

If you have purchased a print title that contains an access token, please see the token for information about how to register your code.

For questions on access or troubleshooting, please check our FAQs, and if you can''t find the answer there, please contact us.