Description:
This concise and practical guide explores the use of focus groups as a method for conducting research in a business and management Masters dissertation.
Brief description: Panayiota J. Alevizou is a lecturer in marketing in the University of Sheffield and an experienced marketing practitioner. She has used focus groups as a main research method for most of her publications. As a practitioner Panayiota organised and moderated focus groups for many years and in different European cities for consultancy projects. Panayiota leads an on-going project, utilising focus groups, which evaluates on-pack sustainability claims for companies. She is an affiliated member of the Chartered Institute of Marketing and a member of the Centre for Research in Marketing and Society based in the Management School.