1 Polytechnic Institute of Tomar, CIAEGT-IPT & Polytechnic Institute of Guarda (PORTUGAL)
2 Aveiro Institute of Accounting and Administration, University of Aveiro (ISCA-UA) and GOVCOPP Research Unit on Governance, Competitiveness and Public (PORTUGAL)
3 Higher Institute of Fafe & Polytechnic Institute of Guarda (PORTUGAL)
4 Polytechnic Institute of Guarda UDI-IPG (PORTUGAL)
About this paper:
Appears in: EDULEARN19 Proceedings
Publication year: 2019
Pages: 5470-5473
ISBN: 978-84-09-12031-4
ISSN: 2340-1117
doi: 10.21125/edulearn.2019.1338
Conference name: 11th International Conference on Education and New Learning Technologies
Dates: 1-3 July, 2019
Location: Palma, Spain
The consumer behaviour is a complex field of investigation and an expensive type of research that requires a relative investment of resources and time. Besides, the consumer is increasingly informed and demanding. Changing of the market can influence the consumer behaviour, and vice-versa. So, the integrative process of training and forming people to study the human behaviour is a very complicated process. Teaching the theory is a relatively easy task but it is not enough. Students are able to understand the concept and the theory, and of course, to develop a unique reflection, but they have difficulty to apply the same content to a practical situation on the real context. To respond to this problem, the following general objective was defined: to apply the focus group’s technique with marketing master students.

The principal objective was divided into two parts:
i) the application of the focus group interview itself; and
ii) the qualitative analysis of the data. A content analysis was the technique chosen to data analysis.

Whereas the individual results are hard to measure, but it is not impossible to do, the main results are:
i) the collaborative teamwork;
ii) the practice of the methodology through a practical application of the technique, and
iii) a few skills were developed, which it needed to be developed to create a collaborative teamwork, and the student's motivations, able to participate in the discussion, were the most important results of the activity. The learning itself can be considered as an asset.
Focus Group, Content analysis, Behaviour Consumer, Teaching Methodology.