Marketing Research Method Photo C
-Minnesota Twins,a professional baseball team,wanted to develop creative ways to boost sagging attendance at its 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.The discussions were videotaped so that researchers could review the data at a later date and in more detail.What are such informal research discussions called?

Question

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The informal research discussions conducted by the moderator with groups of fans to find out what they did and did not like about the baseball team and their experience at the stadium are called focus groups. These discussions are an example of qualitative research methodology as they seek to explore the attitudes, opinions, and feelings of participants regarding a particular product, service, or experience. The focus groups were videotaped to enable researchers to review the data at a later date and in more detail to obtain valuable insights for the Twins to develop creative ways to boost sagging attendance at its ball games.