Focus Group Marketing Focus Group -- Ideal Term Paper

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Focus Group Marketing

Focus Group -- Ideal Composition

Focus groups are a powerful means to evaluate services or test new ideas." Basically, focus groups usually involve six to ten people. All of the members test and discuss a product, either individually or at the same time, and then reconvene in the same group to discuss their subjective impressions and experiences with a member of the marketing team. A company can gain a great deal of information during a focus group session, albeit from subjective sources and from a relatively narrow base of opinion. Thus designing the demographic makeup of the focus group is crucial to obtaining useful and accurate results from this often-expensive process.

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(McNamara, 1999)

When designing a focus group, the most obvious selection criteria might be to find the product's target marketing group, as determined beforehand through less expensive marketing measurements such as surveys and questionnaires, and create a virtual sampling room, of a market base that is likely to enjoy and respond to the product. In other words, one would not 'pack' a room of focus group participants with senior citizens for a focus group….....

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