A global method, a local approach: how the Japanese group can gain focus

Focus groups were first introduced to Japan in the late 1960s, and have been the most frequently-used tool in qualitative research ever since.

A global method, a local approach: how the Japanese group can gain focus

Drago DjourovFlamingo Tokyo, Japan

INTRODUCTION

The focus group as a methodology of marketing research was introduced to Japan in the late 1960s and has been the single most-often used...

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