The impact of Focus Groups as a market research tool.

Abstract

The present article has the purpose of establishing with theoretical foundations the impact of the use of the focus group method in the quality of market research. In this sense, the identification of the conceptions of the focal group as a qualitative method applied to market research is addressed. A second purpose was to specify how the design and application of the focal group increases the capacity of researchers to deepen in the obtaining of information and generation of knowledge from the behaviors of consumers.