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Focus Groups. ... Some recent topics of interest regarding this subject are focus groups
for advertising, Online focus groups, and political focus groups. ...
focus groups. Why market research? The purpose ... This is why some researchers
are also turning to Internet focus groups. Like surveys ...
... We consider some of them: 1. Interviews 2. Mystery shopping 3. Focus groups 4.
Projective techniques 5. Product tests 6. Diaries 7. Omnibus Studies 1.0 ...
... Normally in group dynamics, DIRECT QUESTIONS ARE AVOIDED -Indirect inquiries that
stimulate free and spontaneous discussions are used -Focus groups ARE 1 ...
... Certainly, compared to traditional focus groups, mini-groups, or one-on-one interviews,
observational research accounts for a pitiably small portion of most ...
Submitted by petyo_asenov on September 3, 2007
Category: Business
Words: 2718 | Pages: 11
Views: 147
Popularity Rank: 71,297
Average Member Grade: N/A (Add a Comment / Grade this Paper)
Why market research?
The purpose of market research is to accurately identify target markets for a specific product and/or service, and determine how to maximize the appeal of your product/service to the identified target market. Traditional market research uses a survey method to help understand the mindset of the consumer. For example: If we are marketing a brand new breakfast cereal “Fruit Loops Plus”, we may want to know who the key decision maker is when it comes to purchasing breakfast cereal. Is it the child, the mother or the father? If the mother is the primary decision maker, we will want to know as much as possible about her decision-making process. For example: We may ask the following questions:
1. When it comes to selecting breakfast cereal what is your primary consideration?
A. Flavor
B. Nutrition
C. Packaging
D. Position on shelf
2. Your child is most likely attracted to the cereal’s?
A. Sugary taste
B. Crunchy texture
C. Shape and color of cereal
D. Packaging
E. Position on shelf
What if the highest response rate of question number one is nutrition and question number two is crunchy texture? Knowing that both mother and child need to be satisfied consumers, we will focus our advertising on the nutritional benefits of the cereal and its
crunchy texture. There is little doubt that traditional market surveys are valuable in that survey questions can reach a large survey size giving it a high confidence level.
This is why some researchers are also turning to Internet focus groups. Like surveys, they can reach a much larger audience than traditional focus groups. In 2004, Pepsi launched a new cola called “Pepsi Edge”, which tasted similar to Pepsi, but with half the calories. The project was given the go ahead after a positive response from a large focus group. However, after an extensive online...
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