Peculiarities of application of techniques and methods of focus groups in marketing, political and social sphere

The article analyzes the methods of focus-group research and their application on examples of political, social and marketing research. A comparison is made of the validity of the data obtained in these types of studies and a list of errors that arise in one or another research topic is established. The obtained results testify to the partial applicability of focus group methods in the study of social and political themes proper, in particular, the probing techniques and the principle of a direct or reverse funnel in constructing the logic of the questionnaire are difficult to apply.