Focus Group Analysis

Focus group

Analysis

Contents

1. Marketing Research defined

2. Principles of Marketing Research

3. Qualitative research

4. Focus Groups

5. Introduction to Focus Group Discussion

6. Aim

7. Objectives

8. Homogenous Characteristics of Group

9. Main Points and Issues Raised

10. Advantages of Focus Groups

11. Disadvantages of Focus Groups

12. Conclusion

13. References

Marketing research defined

Everyday new products appear in the world. An endless stream of new things, all promising to make life better. Marketing research plays a central part in this process. But what is it? And what is its real value?

“Marketing is defined by the Chartered Institute of Marketing as, ‘the management process for identifying, anticipating and satisfying customer requirements profitably’. This definition identifies the crucial part marketing research has to play in designing and implementing an effective marketing strategy. Marketing research provides the mechanism for identifying and anticipating customer requirements and for measuring whether customers are satisfied by these product offerings.”

Research can be applied in deciding which products or services to offer, what their characteristics should be, the price at which they should be sold and the selling and advertising messages which are likely to have greatest appeal.

There are two main types of market research - quantitative research involving collecting a lot of information by using techniques such as questionnaires and other forms of survey. Qualitative research involves working with smaller samples of consumers, often asking them to discuss products and services while researchers take notes about what they have to say. The marketing department will usually combine both forms of research.

Principles of Marketing Research

Marketing research plays two key roles in the marketing system.

1. Part of the marketing intelligence, feedback...