Focus group v marketingovém výzkumu

This bachelor's thesis examines the impact of digitization on the quality of data obtained through Focus group marketing research in the Czech Republic. The aim is to determine the extent to which the format of the Focus group influences the quality and quantity of the data collected. The research is based on a comparative design. Three Focus groups on the topic of shower soaps were conducted in face-to-face, online audio, and online text formats. The data were evaluated across three dimensions, which are the level of interaction among participants, the depth of topic coverage, and the diversity of opinions. The study confirms that in-person and online audio formats achieve comparable levels of group dynamics, while the online text-based format lingers behind, particularly in the dimension of group interaction. The results have practical applications for both researchers and marketers and are summarized in an updated methodological framework for conducting Focus groups in the Czech digital environment.