Term | Main definition |
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Discussion Groups (FGI) | Discussion Groups also knows as Focus Groups are one of the most popular qualitative research methods. The purpose is to gather a group of respondents discussing a set of topics which have been pre-arranged. Focus groups are used to explore consumer minds - to understand their behaviour or decision making process when it comes to use a service or buy a product. Focus Groups are run by moderators or specialised researchers who supervise and animate the discussion. Groups are recorded on video and discussions are being transcript for further analysis. Also see: Qualitative research, Moderator, Discussion guide/scenario, In Depth Interviews (IDI) |