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Post 1

Focus Group

A Focus group is a survey technique that gets participants into a room to offer response on a concept, service, product, or marketing operation. A specialized moderator leads the discussion within the group to offer meaningful information. The moderator needs to have a set of questions shared in the group during their time together that are intended to stimulatethoughtful feedback (Ozanne et al., 2018). The goal of the moderator in the focus group is to hear from every participantand inspire diverse ideas and opinions that are shared. Participants are selected based on their behavior, demographics, purchase history, or psychographics. Ensuring a maximum number of ideas or thoughts, an organization typically holdsnumerous focus groups in various places of focus.

Strengths of Focus Groups

Focus groups permits a firm to gain essential insight into how their clients perceive about their service, topics, or brand. Asignificantly focused group discussion directed by a experiencedmoderator establishes a natural environment that a firm a window into their customers’ preferences (O. Nyumba, Wilson, Derrick, & Mukherjee, 2018). The different ideas and opinionsthat emerge combine to paint a comprehensive picture for a firm looking to launch a new product or service to the market.

Through discussions held, the focus group leads to significant output. The underlying forces of the focus group have a substantial positive impact on the quality of studyproduction. A significant moderator knows how to carry a focus group discussion to simulate a spirited discussion among the participants.

Through focus groups, information is obtained faster. This is with concern that focus groups involve up to ten individuals and as a firm can collect useful insights from a cross-section of their market in a single discussion (Mohagheghi, 2018). The competitive merit of an organization depends if an organization is ahead of its operations. Through a focus group, an organization can be provided with the potential of gathering insightful information quicker than individual interviews.

Weaknesses

Like any other group, focus groups tend to have introverts and extroverts; participants are at ease to give their ideas or opinions and those who may not. The focus group’s objective is to ensure all participants’ voices are heard, and not involving all participants is a common feature of focus groups.

The target group may not be representative of the wholetarget market. It is often that an organization may assume that a focus group represents a cross-section of the population. It is always challenging to assemble an accurate communalrepresentation (O. Nyumba, Wilson, Derrick, & Mukherjee, 2018). Thus, an organization needs to bear in mind when evaluating the output, as any agreement might only represent a small portion of the organization’s target market.

It is challenging to get honest perceptions when the theme of discussion is sensitive. Naturally, there are different types of focus group questions, and when discussing sensitive themes or products, a group setting may not be appropriate, and may be challenging for the moderator to fit the information.

References

Mohagheghi, E (2018). A survey of real-time optimal power flow. Energies, 11(11) doi:http://dx.doi.org/10.3390/en11113142

O. Nyumba, T., Wilson, K., Derrick, C. J., & Mukherjee, N. (2018). The use of focus group discussion methodology: Insights from two decades of application in conservation. Methods in Ecology and Evolution, 9(1), 20-32.

Ozanne, A., Johansson, D., Hällgren Graneheim, U., Malmgren, K., Bergquist, F., & Alt Murphy, M. (2018). Wearables in epilepsy and Parkinson’s disease—A focus group study. ActaNeurologica Scandinavica, 137(2), 188-194.

Post 2