Focus Group - Explained
What is a Focus Group?
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What is a Focus Group?
A focus group is an effective manner to get data or information to guide our decision making. Often, direct information from consumers is the best way to collect necessary data.
Focus groups are just groups of consumers who are interviewed together to allow for a guided but sort of evolving discussion. So, the idea is when you have more than one person in a group together like that they can kind of feed off of each other's ideas and thoughts. You can get to a richer understanding of how they feel about either your product or your brand or or whatever it is that you want to learn about.
The focus groups format really allows for a range of opinions or even a debate between the focus group members to to give us an even broader understanding.
Negative Aspects of a Focus Groups
Now, one challenge with a focus group is it can lead to what's called group think, which is in this case kind of thought of as a negative. What happens with groupthink is sometimes somebody with a really strong opinion will sort of guide the whole conversation.
In that case we might not get the the quality or the range of insight that we were hoping for. So, that is something to be aware of or careful about with focus groups.
- Marketing Research Overview
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- What are Decision Support Systems?
- What are Marketing Models?
- What is a Marketing Dashboard?
- What Kinds of Data can we Use?
- Methods of Collecting Data
- What are Focus Groups?
- What is Group Think?
- What are Scanner Data?
- What is Web Tracking?
- What is Ethnography?
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- What is Use of Statistics
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