Perhaps the most widely used indirect interview is a focus group. A focus group doesn’t use the traditional question-and-answer format. Instead, a moderator conducts a discussion of about 8 to 12 participants. Focus groups are invaluable to exploratory research because they help you determine what consumers want, generate ideas, and test comprehension of promotional materials.
Raymond Johnson (1988) conducted an extensive review of focus groups, identifying four distinct categories. Each reflected an adaptation of an interviewing technique to solve one of four basic research problems. The focus group types are as follows: Read More
Your company has decided to create a smartphone app and the vice president has asked you to be the team leader. Your team’s assignment is to nurture the concept. When you meet with your VP next week, you will specify the kind of apps your company might develop, determine what the different apps might do, and focus on your target audience for each possible app.
