The procedure for planning and conducting focus groups is described in Figure 5.3 in the text.Planning begins with ________.
A)specifying the objectives of qualitative research
B)writing a screening questionnaire
C)developing a moderator's guide
D)determining objectives of the marketing research project and defining the problem

Question

Quizplus · Accepted Answer

The planning process for conducting focus groups should begin with determining the objectives of the marketing research project and defining the problem that needs to be addressed. This will help in writing a screening questionnaire and developing a moderator's guide that are effective in achieving the objectives of the research. Specifying the objectives of qualitative research is important but it comes after defining the problem and determining the objectives of the marketing research project.

The Procedure for Planning and Conducting Focus Groups Is Described