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Introduction to Conducting Focus Groups

Introduction to Conducting Focus Groups

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brief 30 minutes to 2.5 hours in length. A more generally agreed-upon time frame is 1.5 to 2 hours in length. “Segmentation” of participants is another issue. In the field of marketing research, target audiences are segmented into smaller subgroups according to specific, categorical attributes (e.g., gender, job title).

  Segmentation

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