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Essay text:
Focus groups have advantages for researchers in every field Also I tried to examine the value of focus groups as a tool for marketing researchers and consider their potential and their limitations.
Introduction:
Focus groups are fundamentally a way of listening to people and learning from them. Focus groups create lines of communication. This is most obvious within the group itself, where there is a continual communication between the moderator and the participants, as well as among the participants themselves. Just as important, however, is a larger process of communication that connects the worlds of the research team and the participants...
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