Abstract
Browsing through relevant literature, one can find several definitions of focus groups. One of the most apposite verbalizations is the description of a focus group "as a structured grouping process conducted for the purpose of exploring people's thoughts and feelings, and obtaining detailed information about a particular topic, issue or product." (Sherraden, 1995, p. 62) A focus group therefore is a carefully planned discussion form designed to obtain perceptions in a defined area of interest in a permissive, non-threatening environment (Kreuger, 1988). We can thus say that a focus group discussion is an exploratory research tool whose purpose is to get to know the different thoughts, desires, propositions and feelings of various costumers towards a certain product or service. Focus groups are used by a client (e.g. a manufacturer) to get information about customers such as, how they act in the buying process, what is important for them and with which existing circumstances in this buying process they are satisfied or dissatisfied. Focus group interviewing thus aims at getting a deeper view of customers' thoughts and behavior, which wouldn't be possible with quantitative research methods.
