Which of the following best describes a focus group?

A focus group is best described as a discussion among a group of selected individuals guided by a facilitator. In a focus group setting, participants engage in discussions about a specific topic, product, or service, allowing for the exploration of their perceptions, opinions, beliefs, and attitudes in a collaborative environment. This interactive format encourages participants to elaborate on their thoughts and to respond to one another, providing richer qualitative data that can uncover deeper insights than other data collection methods.

The facilitator plays a crucial role, as they guide the discussion, ensuring that all participants have the opportunity to contribute while keeping the conversation on track. This method allows researchers to probe for information, generate dialogue, and gain a comprehensive understanding of consumer sentiments and motivations surrounding a topic, which is invaluable in fields like fashion merchandising.

The other methods listed, such as surveys or one-on-one interviews, do not typically involve group discussions or the dynamic interaction characteristic of focus groups, which is fundamental to their effectiveness in gathering diverse viewpoints and stimulating conversation.