Marketing Research Method Photo C
-publishing company sponsors an informal one-time-only session with seven college instructors who use a given principles of management textbook.The instructors meet with a moderator who asks their opinions about the textbook,its study guide,and its PowerPoint slides.This is an example of a(n)

Question

Quizplus · Accepted Answer

This scenario describes a focus group, which is a qualitative research technique that gathers opinions and attitudes from a small, diverse group of individuals in a structured manner. The college instructors, who are the target audience for the textbook, provide valuable feedback for the publishing company to improve their product. A focus group involves a moderator who leads the discussion and asks open-ended questions to encourage participants to share their thoughts and experiences.