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Focus Group Interview

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Qualitative Consumer and Marketing Research

Abstract

The focus group interview is a data collection technique that has received great interest among marketing practitioners. By inviting a group of people to exchange their views about certain subjects with a moderator to facilitate the discussion, the focus group could produce information in a rather quick and cost-effective way.

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Authors and Affiliations

  1. Sasin Graduate Institute of Business Administration, Chulalongkorn University, Bangkok, Thailand

    Krittinee Nuttavuthisit

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  1. Krittinee Nuttavuthisit
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Correspondence to Krittinee Nuttavuthisit .

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Nuttavuthisit, K. (2019). Focus Group Interview. In: Qualitative Consumer and Marketing Research. Springer, Singapore. https://doi.org/10.1007/978-981-13-6142-5_6

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