QUALITATIVE RESEARCH AND CONSUMER PERCEPTIONS OF PRODUCT CHARACTERISTICS

Dubravka Škunca, Danilo Rudić

Abstract


The most frequent form of qualitative research is group interview or focus group discussion, which is simply called focus group. It usually includes ten consumers sitting at the table and talking about the product in presence of professional moderator. Participants in focus group discussion are frequent users of certain category of products. While planning research it is crucial to determine demographic characteristics of key consumers and recruit them based on the variables such as age, ethnicity, household type and location of their accommodation. Participants should not know each other, but in certain areas is impossible to avoid acquaintances in the same focus group. It is not necessary for group to be homogeneous, but compatible. Usual procedure for focus group could be described as: 8-12 people sits at the table with moderator who pose questions for discussion. Usual way of asking questions is open form of a discussion in which way simple yes/no answers are avoided. For example, moderator will not pose question: “Is this easy to prepare?” but “How do you feel while preparing this product?”. Basic rule is to organize discussion in at least three focus groups. In case that two groups have different attitudes more objective approach could be implemented by involving third group.

Keywords


focus group, questionnaire, respondents, consumers

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References


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