Firms conducting a focus group
A) attempt to develop relatively homogeneous groups.
B) attempt to develop relatively heterogeneous groups.
C) heavily recruit previous focus group members.
D) a and c.
E) b and c.

Question

Quizplus · Accepted Answer

Focus groups are typically designed to be relatively homogeneous to ensure that the participants have similar backgrounds or characteristics relevant to the discussion topic. This homogeneity helps in generating focused and relevant insights. Recruiting previous focus group members heavily is not a standard practice, as it may bias the results.

Firms Conducting a Focus Group