Focus groups have become a popular method of research for firms in the private sector who want to learn more about the attitudes and feelings their potential and actual customers have about the firm's products and services. The technique has also been useful in determining a company's image and possible new products and services that various companies might develop. Focus groups can provide the same kinds of information to practitioners in the field of recreation and parks, regardless of whether it is a public or private sector operation. This paper describes why the focus group technique has become so popular, the various steps that are involved in conducting a focus group, and some traps that might be avoided if it is to be used successfully.
Gitelson, Richard and Kerstetter, Deborah
"The Focus Group Interview: An Untapped Resource,"
Visions in Leisure and Business: Vol. 6
, Article 7.
Available at: https://scholarworks.bgsu.edu/visions/vol6/iss3/7