COMMERCE 3MA3 Chapter 4: Chapter 4 Textbook
7 Feb 2018
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Qualitative research: research whose ndings are not subject to quanti cation or quantitative analysis. Focus group: a group of 8 to 12 participants who are led by a moderator in an in-depth discussion on one particular topic or concept. Group dynamics: interaction among people in a group. Focus group facility: a research facility consisting of a conference-room or living-room setting and a separate observation room with a one-way mirror of live audiovisual feed. In uentials: people ahead of the majority of consumers in terms of their product knowledge and expertise. They have considerable in uence through word-of mouth communication on setting new product trends. Focus group moderator: the person hired by the client to lead the focus group; this person should have a background in psychology or sociology or, at least, marketing. Discussion guide: a written outline of topics to be covered during a focus group discussion. The average focus group lasts about 90 minutes.
