FOCUS GROUPS Meaning and
Definition
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Focus groups are a qualitative research method that involves conducting in-depth discussions among a small group of individuals who share certain characteristics or experiences. Typically consisting of six to twelve participants, focus groups are guided by a skilled facilitator who leads the discussion in a structured and interactive manner. This method aims to gather insights, opinions, and perceptions from participants by encouraging them to freely express their thoughts and engage in a meaningful conversation.
The purpose of focus groups is to explore attitudes, beliefs, motivations, and preferences about a particular topic or product. This research technique allows researchers to gain a deeper understanding of how individuals perceive and make sense of the subject matter, and to identify common patterns or divergent views within the group. Moreover, focus groups enable researchers to analyze nonverbal cues, group dynamics, and interactions between participants, providing valuable insights into nuanced opinions and social influences.
Focus groups are commonly used in market research, product development, advertising, and public opinion analysis. They provide a platform for participants to share their experiences and contribute to the development of ideas, concepts, and strategies. The information gathered in focus groups offers a qualitative perspective that complements quantitative data obtained from surveys or experiments.
Overall, focus groups serve as a powerful tool for researchers to delve into the complex dynamics of human behavior, uncover hidden insights, and generate rich and meaningful data through a collaborative and interactive approach.
Common Misspellings for FOCUS GROUPS
- docus groups
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- rocus groups
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Etymology of FOCUS GROUPS
The word "focus group" originates from the Latin word "focus", which means "hearth" or "fireplace". In ancient Roman households, the hearth was considered the center of the home, where family members would gather. Over time, the term "focus" came to represent a center or focal point.In the early 20th century, "focus group" was used in the field of anthropology to refer to a specific research technique. Anthropologists would gather a group of individuals for discussion or observation, with the aim of understanding cultural behaviors and attitudes.The term "focus group" gained popularity in the marketing and market research industry in the mid-20th century. This research technique involved bringing together a group of people selected based on specific criteria, such as demographics or consumer preferences, to gather insights and opinions about a product, service, or idea. The goal was to "focus" on understanding consumer perspectives and gather qualitative data.
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