Essay Focus Groups - 877 Words

Focus Groups nbsp;nbsp;nbsp;nbsp;nbsp;Focus groups are a qualitative form of marketing research that can help a marketer assess consumer needs and feelings in a way that simple questionnaires can not. In a focus group, you bring together a small group to discuss issues and concerns about the features of a product. Participants are usually paid a fee for their time. A marketer can gain valuable information such as gaining a customer’s attitudes and determining advertising persuasiveness. The group is typically run by a moderator who maintains the groups focus. Some recent topics of interest regarding this subject are focus groups for advertising, Online focus groups, and political focus groups.†¦show more content†¦With a mouse, participants move a tab on a sliding scale to rate a commercial from one to 10. Commercials are streamed via Microsoft Corp.s Windows Media Player software.† (AdAge.com, Riedman) While a normal focus group usually can poll a few participants at a grea t cost to the marketer, â€Å"DiscoverWhy, on the other hand, can poll 1,000 or more people through the Internet and reach them when its convenient for them.† (AdAge.com, Riedman) Lycos found the results very useful, and threw more weight to the commercials that fared well, while scrapping or reducing the use of less favorable commercials. nbsp;nbsp;nbsp;nbsp;nbsp;The Internet group AdCritic.com claims that online focus groups are far superior to traditional groups. â€Å"Respondants are more honest in their responses since there is no one looking over their shoulder, no one who is over-bearing in the group to lead or overpower their opinions, and no one watching from behind a 2-way mirror.† (AdCritic.com) The site offers Internet users digital versions of commercials seen on TV, and asks users to rate the commercials in return. They offer marketers the chance to research the effectiveness of their ads in an inexpensive and effective format. AdCritic.com has been one of the most popular sites on the Internet, partially to do with the enormous popularity of advertisements run by Budweiser, among others, and an overwhelming response fromShow MoreRelatedFocus Group1931 Words   |  8 Pages1 INTRODUCTION Focus group is a qualitative technique used mostly in marketing research and also other areas of research. This technique is used to collect primary data. This document consists of information about focus group. The main objective of this assignment was to investigate how focus groups techniques are used to collect primary data about the phenomenon at hand in the real world. The research method used was Google scholar for academic journals. The campus library database was alsoRead MoreFocus Group2748 Words   |  11 PagesFocus Groups An overview Submitted to: Prof. Schaff By: Muhammad F Balouch Id # 617531 University of Bridgeport Executive SummaryÂ…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…..3 Introduction Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…...4 History of Focus GroupÂ…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â….5 Rational and Uses of Focus GroupÂ…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…5 Conducting a Focus Group StudyÂ…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…..7 Running a Focus GroupÂ…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…..8 Analysis and Writing UpÂ…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â….Â…Â…8 Read MoreThe And Focus Group Moderator Essay1495 Words   |  6 Pages(1) How would you describe Jemma’s approach to questioning? Jemma, the researcher and focus group moderator, has structured the discussion in the following way: to start with, Jemma provides a frame of reference for the focus group referring to the aim of her research, and summarizes the pre-formulated research questions that serve as openings to obtain such feedback (Nel, Romm, Tlale, 2015). Focus groups are seen as providing a unique data source, and tend to emphasise their value in exploringRead MoreFocus Group Design1640 Words   |  7 Pages Running head: CONDUCTING A FOCUS GROUP Conducting a Focus Group of XXX Educational Program Graduates By Outstanding DHA Student Medical University of South Carolina PURPOSE The purpose of this paper is to describe the planning and design of a focus group for recent graduates of the XXX Program at YYY State University in Northridge (UN). The mission of the XXX program is to produce graduates that can functionRead MoreFocus Group Essay2300 Words   |  10 PagesProfessor Wohn IS 375-001 Designing the User Experience 12 November 2014 ASSIGNMENT #3 FOCUS GROUP Transcription: For the transcription, I went with the INTERMEDIATE OPTION where I only recorded the important sections. There were a few moments during the study where the conversation got a little off topic. Those parts are not included in the transcription below. Also, the conversation was very informal, so I did my best to make everyones words sound more proper without changing the meaningRead MoreIntroducing Focus Groups3772 Words   |  16 PagesQualitative Research: Introducing focus groups Jenny Kitzinger, research fellowa + Author Affiliations aGlasgow University Media Group, Department of Sociology, University of Glasgow, Glasgow G12 8LF This paper introduces focus group methodology, gives advice on group composition, running the groups, and analysing the results. Focus groups have advantages for researchers in the field of health and medicine: they do not discriminate against people who cannot read or write and they can encourageRead MoreA Research On Focus Groups And Surveys1672 Words   |  7 PagesFocus groups and surveys are particularly useful in gathering information on how a vast group of people feel about a particular service or product. â€Å"The method is particularly useful for exploring people s knowledge and experiences and can be used to examine not only what people think but how they think and why they think that way† (Kitzinger, 1995, pp. 299). Along with giving insight into those feelings, this method can help to improve the design or implementation of how that product or serviceRead MoreThe Use and Importance of a Focus Group530 Words   |  2 PagesA focus group instrument is used when it is well suited to the subject matter in question by listening to the opinions of others in a small and safe group setting before they form thoughts and opinions. An A typical focus group is between 6-12 homogeneous people who share similar characteristics or common interests. Focus groups generally reveal what each person within the group truly feels on the subject which provides credibility to the study. The facilitator is key to promoting an acceptingRead MoreOnline and Traditional Focus Groups2015 Words   |  9 PagesMarketing research. Online and traditional focus groups. Focus groups are a method of group interviewing in which the interaction between the moderator and the group, as well as the interaction between group members, serves to elicit information and insights in response to carefully designed questions. The dynamic nature of the questions asked by the moderator and the group process, produces a level of insight that is rarely derived from unidirectional information collection devises suchRead MoreThe Importance Of Conducting Focus Groups On Students1809 Words   |  8 Pageswas also easier to recruit participants to take part in groups because the participants knew each other prior to the focus group, this is known as a natural group (Bryman, 2012). Kitzinger demonstrated that there are benefits of conducting focus groups with participants who already know each other. For example, the discussion may be seen to be more honest in a natural group (Kitzinger, 1994). Therefore it is likely that these natural groups produced more honest and op en discussions as the participants