Experience in using different focus groups specifications

Abstract

The paper is devoted to the prospects of development of the focus group method, its specifics, new features and application field. Many years of experience were summarized. Today focus groups are one of the most common methods of sociological and marketing research, especially in foreign companies. Russia is rather suspicious about this method; its application is minimized in Russia in favour of the quantitative studies. The author gives an attempt to figure it out and defines the most effective field of the application of this method in today`s marketing realities. The author uncovers advantages and disadvantages of the focus group method that led to its eventual industrialisation. Negative consequences of this strengthening trend are also described. Focus group specifications are proposed to soften this tendency.