FOCUS GROUP ASSESSMENT AS LEARNING METHODOLOGY IN HIGHER EDUCATION

The literature has highlighted the excellent utility of focus groups as a method of learning in higher education. This dynamic group favors the creation of a climate of student work that enhances the ability to analyze of each individual, creating an atmosphere of closeness and equality in which students are uninhibited and are more motivated to participate in class and get involved in the learning process.

Recent work has confirmed the greater effectiveness of this methodology compared to the traditional education system based on lectures. In this sense, there has been an improvement in academic results achieved by students when this methodology is used versus traditional methodology.

The objective pursued in this paper is to determine the valuation made by students on this methodology. To do this, we designed a self-assessment questionnaire that allowed measuring the degree of student satisfaction with the focus group learning methodology, focusing the study in the area of knowledge of Marketing. The results show a very positive assessment of the methodology by students highlighting their higher level of involvement in the learning process