Manager Decisions Based on Communication Facilitated in Focus Groups

Abstract

Critical to decision making at all levels of management is the rapid accessing of pertinent information. Acquiring relevant information is often highly problematic. In this article we explicate management's use of focus groups for facilitating communication, which allows for the gathering of decision-making information. Whereas a variety of groups actually operate to make administrative decisions, focus groups provide management with valuable data from which to make decisions. Our examination initially considers both the types of information that expedite decision making and the controversy surrounding alternative approaches to accessing these data. Types of focus groups are then differentiated, based on the scientific perspective. Illustrating the facilitation of communication among group participants, we describe focus group investigations across three different organizations. Our discussion concludes by reconsidering the facilitation of communication in focus groups and the accessing of data pertinent to management decision making.