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The book details the fundamentals of focus group research which are an important aspect of marketing research.In the world of marketing, focus groups are seen as an important tool for acquiring feedback regarding new products, as well as various other topics. In marketing, focus groups are usually used in the early stages of product or concept development, when organisations are trying to create an overall direction for marketing initiative. In particular, focus groups allow companies wishing to develop, package, name, or test market a new product, to discuss, view, and/or test the new product before it is made available to the public. The book provides valuable information about how to plan and conduct focus group studies for gaining valuable insights about consumer buying and behavioural motives.