A focus group consists of eight to twelve persons who are led through an unstructured. one-on-two-hour discussion of a topic by a moderator. The number of people in a focus group depends somewhat on the topic and the type of participants. Focus group are appropiate for a wide variety of situations. Some of the more common marketing research uses to provide insights into a problem, to learn the language of the consumer market, to help structure later quantitative research, to bring statistical research findings to life, to generate idea, and to determine prelimenary reavtions to new ideas (Crask Melvin, et al. 1995)
The method uses group discussions to discover and explore a variety of survey findings that cannot be explained statistically. The results of the research will provide insight into the different between the parties involved in discussion groups thus allowing the process to be managed better.