Focus Group

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Definition

A focus group is a basic form of qualitiative research in which participants are asked about their opinions on a certain topic. This method is often used in marketing to garner feedback on a product before selling it. Focus groups can also be employed in political situations although gathering feedback on, for example, legislation often follows a much more rigourous and publicly transparent model such as a Citizens' Jury. Focus groups are commonly employed by community committees and neighbourhood associations as a means of collecting public feedback and opinion. Through deliberation and preference/opinion articulation, results of the focus group may then be relayed to government officials by community members or else use to inform their own decisions and subsequent actions.   

Problems and Purpose

 

History

 

Participant Selection

 

Deliberation, Decisions, and Public Interaction

 

Influence, Outcomes, and Effects

 

Analysis and Lessons Learned

 

Secondary Sources

 

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