EXHIBIT 5-4
Comparison of the percentages of customer
needs that are 'tl revealed for :;::: focus groups c and interviews :.5,!
as a function of 'tl
G)
sessions. Note
100
80
60
40
the number of
that a focus group lasts two
z
0...
G)
G)
0 One-on-One Interview (1 hour)
D Focus Group (2 hours)
hours, while an c..
interview lasts 20
one hour.
Source: Griffin and
Hauser, 1993
0 2 3
4 5 6 7 8
9 10