Keywords
Qualitative investigation
How to Cite
Abstract
The focus groups are used in marketing research as a qualitative investigation tool, because of the possibility of interacting with the target group under study, which
allows to know and understand deeply the attitudes, needs, interests and motivations of the participants. Focus groups follow a rigorous development of the research
stages that start with the approach of the problem and conclude with oral and writing research presentation
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Copyright (c) 2011 Carmen Isabel Ivankovich-Guillén, Yorleny Araya-Quesada