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Focus groups: técnica de investigación cualitativa en investigación de mercados

Author

Listed:
  • Ivankovich-Guillén, Carmen Isabel
  • Araya-Quesada, Yorleny
Abstract
Los focus groups son utilizados en investigación de mercados como una herramienta de investigación cualitativa, por la posibilidad de interactuar con el grupo meta objeto de estudio, por lo que se puede conocer y entender de manera profunda las actitudes, necesidades, intereses y motivaciones de los participantes. Los focus groups siguen el desarrollo riguroso de las etapas de investigación, que inician con el planteamiento del problema, y concluyen con la presentación oral y escrita de la investigación.

Suggested Citation

  • Ivankovich-Guillén, Carmen Isabel & Araya-Quesada, Yorleny, 2011. "Focus groups: técnica de investigación cualitativa en investigación de mercados," Revista de Ciencias Económicas, Instituto de Investigaciones en Ciencias Económicas, Universidad de Costa Rica, vol. 29(1), January.
    • Handle: RePEc:rce:rvceco:7057
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    File URL: https://revistas.ucr.ac.cr/index.php/economicas/article/view/7057
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    More about this item

    Keywords

    focus group; grupos focales; investigación cualitativa; focus groups; qualitative investigation;
    All these keywords.

    JEL classification:

    • A - General Economics and Teaching

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