⊿ Point. {R} Glossary. ◢ Keyword: F. ◥ University. {q} PhD. {tr} Training. ⚫ UK. ↂ EndNote. ☝️ Weerakkody. ✊ La (2004) ✊ Norwich (2019) Focus group. Group interviewed to analyse opinions A focus group is a group interview involving a small number of demographically similar people or participants who have other common traits/experiences. Their reactions to specific researcher/evaluator-posed questions are studied. Focus groups are used in market research to understand better people's reactions to products or services or participants' perceptions of shared experiences.
The discussions can be guided or open. History[edit] Focus groups first started in the 1940s as a research method in the context of market research concerning radio soap operas.[7] During the Second World War, Robert K. Psychologist and marketing expert Ernest Dichter coined the term "focus group" itself before his death in 1991.[10] Use in disciplines[edit] Library and information science[edit] Social sciences[edit] Marketing[edit] In marketing, focus groups are seen as an important tool for acquiring feedback regarding new products and other marketing-related topics.