Resumo

DUBE, B  e  ROBERTS-LOMBARD, M. A guiding framework for conducting focus group research. JCMAN [online]. 2013, vol.10, n.1, pp.384-404. ISSN 1815-7440.

Different versions of the process of conducting focus group research were identified as a source of confusion in the field of marketing research, with implications for the misuse of the process, thus rendering research quality control difficult. A seven-step guiding framework was conceived, based on the literature reviewed, and opinions of industry stakeholders on its scientific viability and relevance were sought through a qualitative study. A judgement sample was drawn, and in-depth interviews were conducted on eighteen respondents at their workplaces in the Gauteng Province. Based on findings of the study, the guiding framework was confirmed as a scientifically relevant intervention within the marketing research industry context, and deemed necessary for purposes of improving quality control in focus group research studies across industry disciplines.

Palavras-chave : Focus groups; framework; guidelines; quality.

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