Interviews and focus groups are essential tools of qualitative research. This guide shows students and early-career researchers how to prepare for and conduct interviews and focus groups. This book ...

A focus group is a marketing tool that companies use to find out how members of the public receive a product and how the product can be improved. During the focus group, a facilitator asks ...

A focus group discussion can uncover attitudes and assumptions people hold when choosing products or services, or challenge your own assumptions about issues or problems your own company may face. A ...

If you’re looking to gain insight from your client base on a particular issue—satisfaction with your services or maybe tips on getting their referrals—there are several ways to go about it. You can ...