The procedure for planning and conducting focus groups is described in Figure 5.3 in the text.Planning begins with ________.
A) specifying the objectives of qualitative research
B) developing a moderator's guide
C) writing a screening questionnaire
D) determining objectives of the marketing research project and defining the problem

Question

Quizplus · Accepted Answer

Planning for focus groups begins with determining the objectives of the marketing research project and defining the problem. This helps to guide the development of a moderator's guide and a screening questionnaire, which are also important components of the planning process for focus groups. However, determining the objectives of the research project and defining the problem should come first in order to ensure that the focus groups are designed to address the key issues and questions that are driving the research.

The Procedure for Planning and Conducting Focus Groups Is Described