• Focus groups are another primary research method commonly used to collect data in marketing research.
  • They involve a group of people (usually 6-10) who are brought together to discuss a particular topic or product.
  • A moderator leads the discussion and prompts the participants with questions, allowing for open-ended and in-depth responses.

Some features of focus groups include:

  • Small and diverse groups of people
  • Opportunity for interaction and discussion among participants
  • Responses can be recorded and analyzed in real-time
  • Can provide in-depth insights into consumer attitudes, opinions and behaviours
  • Often used for product testing, market segmentation, and brand positioning research

Focus groups are appropriate in situations where:

  • There is a need for qualitative data that can provide in-depth insights and perspectives
  • The research topic is complex and requires discussion and exploration
  • There is a need for feedback on a product or service before launch
  • The target audience is homogeneous and specific

Benefits of focus groups include:

  • Provides rich and detailed data that can uncover hidden perceptions and opinions
  • Can reveal group dynamics and consensus on a topic
  • Can generate new ideas and concepts
  • Helps in refining marketing strategies and tactics
  • Cost-effective way to collect data from a group of people

Drawbacks of focus groups:

  • Findings may not be representative of the larger population
  • Group dynamics may influence individual responses
  • Limited number of participants may not provide a comprehensive view
  • Potential for participants to provide socially desirable responses
  • Moderation skills are essential to ensure that the discussion stays on track and objectives are met.

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