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Explain a moderator’s role in focus groups. How do questions asked in a focus group differ from those asked in a depth interview?

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Explain a moderator’s role in focus groups. How do questions asked in a focus group differ from those asked in a depth interview? What factors determine your choice of focus group for data collection compared to other methods?

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