A localise conference is a form of soft inquiry in which a group of people is asked about their carriage towards a product, concept, advertisement, idea, or packaging (Blankenship et al. 1998). Focus groups usually dwell of 8 to 10 members and ar headed by a moderator to pass on track of issues and make sure that every member of the group participates in the discussion. In the world of marketing and marketing search, concentrate on groups atomic number 18 one of the most popular techniques employ eve by the greatest researchers. Originally, focus groups were intended to be an archaean step in the research process, to help researchers develop hypotheses and questionnaire items, and they atomic number 18 still some metre used in this way. However, focus groups are now also used in applied research as a strategy for collecting data, especially when doing qualitative research to tap peoples subjective experiences (Sullivan, 2001)
Focus groups are normally used to investigate complex behavior in the same time discover how different groups think and feel about a topic and what opinions do they have (Evalued: Focus Groups 2005). There are many advantages of using focus groups. It allows the companies or researchers to evaluate products and work based on real life information on the spot without any excessive costs.
But the one thing they have to take into account is that the focus group that is come to represents the volume of the public who use the products and services so the import also represents the voice of the public.
Although not many but at that place are actually a few disadvantages that the method of focus groups has compared to other marketing research methods. One of the main disadvantages is the insecurity of probability that the members of the focus groups do not represent the majority of the public or...
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