The Minnesota Twins, a professional baseball team, wanted to develop creative ways to boost sagging attendance at ball games. The Twins hired a moderator who, after every home game during the month of July, led informal discussions with groups of 6 to 10 fans to find out what they did and did not like about the baseball team and their experience at the stadium. Discussions were videotaped for later review. These informal research sessions are called

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The informal research sessions described in the scenario are focus groups, as they involve a moderator leading discussions with small groups of individuals in order to gather qualitative data on their experiences and perceptions. The other options (experiments, secondary data, panels, and depth interviews) do not accurately describe the research approach being taken in this scenario.

The Minnesota Twins, a Professional Baseball Team, Wanted to Develop