2.3 Focus groups Focus groups are a form of market research that has attracted a lot of attention as a result of their extensive use by political parties in the UK and overseas.
Online focus groups offer the opportunity for smaller businesses to gauge customer reactions in a relatively low-cost way. Their popularity is growing, particularly in the US.
Focus groups are:
§ Small groups (typically eight to ten individuals) selected from a broader population
§ Interviewed through facilitator-led round table discussions in an informal setting.
§ Questioned in order to gather their opinions and reactions to a particular subject or marketing-orientated issues, known as test concepts.
§ A common market research tool.
Features of focus groups include:
§ Results are qualitative and are not statistically significant.
§ They can provide marketing managers, product managers, and market researchers with much helpful information.
§ Their use as a research tool however is limited in that it is difficult to measure the results objectively.
§ Their cost and logistical complexity is frequently cited as a barrier, especially for smaller companies.
§ They can aid businesses in decision making and in the development of marketing strategies and promotional campaigns, by providing qualitative information from well-defined target audiences.中华考试网(www．Examw。com)
Some difficulties of focus groups have been highlighted above. Other problems include the following:
- given their small size, group membership not be representative.
- groups may feel pressured to give the ‘right’ answer to questions.
- dominant individuals can skew discussion
- focus groups require a skilled moderator |
发表于 2012-2-23 17:09:42
