Knowledge Bank

Focus Group Interview became a more and more popular method and most of the marketing research companies have it in their portfolios. A number of researchers and clients use to treat this method as easy to use, intuitive, and which allows research objectives to be reached in a relatively short time and on a small, limited budget. Although we see some progress in methodology of doing FGIs, analysis of data is a neglected area. They regard it as a process based more on researchers' experiences and feelings rather than following current standards. The objective of this article is to act as a reminder of the basic standards, but mainly to pay attention to the principles of systematic and inter-subjectivity verification to which qualitative data analysis has to be subjected. Not to obey these principles will lead to the formulation of unjustified conclusions/findings which would result in making wrong marketing decisions.