Why we need focus groups?

A focus group is a form of qualitative query in which a group of people is asked about their bearing towards a concept, sentiment, advertisement, product or packaging (Blankenship et al.1999).

In the real ball of marketing research and management, focus groups be one of the close popular techniques employ by marketers. Jennifer (2005) defines the focus group as a form of qualitative research in which a group of people is asked about their attitude towards a product, concept, advertisement, idea or packaging. There are normally 8 to 10 sections of the group. A focus group is headed by one moderator to backing track of backchat and make sure that every member of the group takes part in the commitment. Focus groups are non only intended to help researchers develop hypotheses and questionnaire components as an runner step in the research process, but it is also used in applied research as a dodge for collecting data, especially when doing qualitative research to get intrinsic experiences from people.(Sullivan, 2001) Focus groups are in particular used to inquire complex behavior in the same time move how different groups think ,what opinions they have and how they feel.(Evalued: Focus Groups 2005).

As mentioned above, there are umpteen advantages of using focus groups.



One biggest advantage is that it is viable that companies and researchers evaluate their products and services by information from focus groups in real life. It is no doubt that focus groups are regarded as the majority of the public so that companies and researchers use the information as the voice of the public.(Zikmund & William 2003, p.126-129)

Even though there are many advantages in using focus group, a few disadvantages follow in some ways. First of all, irrelevant and disagreements in discussion can be a disadvantage. It is because of...

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