Focus Group Discussion: Why Should Marketing Researcher Apply

There are two types of group interview studies. One is nothing more than a question and answer session: the group moderator asks questions and the respondents give verbal or written answers. A second type is the focus group interview, where a group of people (8-12 people) are led through an open, in-depth discussion by a group moderator. The moderator’s objective is to focus the discussion on the relevant subject areas in a nondirective manner. Such interviews can be used to develop hypothesis in the planning or qualitative stage of the marketing research process. The in depth interviews provide a basis for the development of additional research. They may be useful as a source of new and fresh ideas for new products and services, advertising themes, packaging evaluations, and the like.

Focus group interviews can be effective research tools in many types of marketing decision situations, The examples given here illustrate the usefulness of the technique in three distinct decision areas:

·                       Pricing and advertising

·                       A new product

·                       New packaging

Advantages & Limitations:

There are some situations that focus group discussion is a desired research method:

·                     Consider Focus Groups when there is a power differential between participants and decision makers

·                     Consider Focus Groups when there is a gap between professionals and their target audiences

·                     Consider focus groups when investigating complex behavior and motivations.

·                     Consider focus groups to learn more about the degree of consensus on a topic.

·                     Consider focus groups when you need a friendly research method that is respectful and not condescending to your target audience.

However, in some situations, focus group discussion sometimes is not a desired research method for researchers:

·                     Do not use focus groups when the primary intent is something other than research

·                     Do not use focus groups when a group discussion is not an appropriate forum

·                     Do not use focus groups when the topic is not appropriate for the participants

·                     Do not use focus groups when statistical data is required

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Compiled by AMR Group on 2014

Source: David Morgan & Richard A. Krueger

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