Evaluate the usefulness of focus groups as a market research method.

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  • Created by: jerd
  • Created on: 30-04-23 12:35

Evaluate the usefulness of focus gruops as a market research method.

Advantages

  • researcher can interact with participants, pose follow-up questions or ask questions that probe more deeply
  • results can be easier to understand than complicated statistical data
  • researcher can get info. from non-verbal responses - facial expressions or body language
  • info. is provided more quickly than if people were interviewed seperately

Disadvantages

  • small sample size means groups may not be a good representation of larger population
  • group discussions can be difficult to steer + control - time can be lost to irrelevant topics
  • respondents can feel pressure to give similar answers
  • moderators skill in phrasing questions along with the setting can affect responses + skew results

Evaluation

focus group refers to a group usually 10 or fewer individuals - volunteers. they are asked a series of questions or are given statements to which they freely share their opinions, ideas + reactions. They may also be asked to try a new product or sometimes react to a particular movie or show. All their responses are viewed + studied to measure reaction of the larger market. Focus groups are usually tools used by the advertising industry to measure potential impact of a new product.

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