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) determining objectives of the marketing research project and defining the problem
C) developing a moderator's guide
D) writing a screening questionnaire

Question

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Planning for focus groups begins with determining the objectives of the marketing research project and defining the problem to ensure that the focus group discussions are aligned with the overall research goals.

The Procedure for Planning and Conducting Focus Groups Is Described