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Britiain's Use of Focus Groups

Focus groups are widely used in many researches in Great Britain. British scientists, journalists, marketings and others often use this form of collecting necessary data. Focus group helps to get the information that reflects the preferences, reactions and ideas of the population, so it gives the opportunity to make the work more effective.

The initial idea of focus groups was that the participants were people with expertise in a certain situation, and they interviewed in a relatively unstructured way to get an idea about their experiences.

Focus groups were used intensively in market research for a long time, where this method is used for tasks such as testing reactions to new products and marketing initiatives. According to the Association of British practitioners of qualitative market research, focus groups are the most common method in the market study.

A focus group usually comprises from 6 to 12 customers, which are selected to discuss their reactions to new products, packaging, advertising or sales promotions.

However, using the method of focus groups in market research led to a number of contradictions. The most frequently mentioned problem is a significant deficit of generalizability of the results. Criticism is also directed against the sporadic nature of the sampling. Although the method of focus groups is a great tool for gathering opinions about the market, it is obvious that a group of 10 people, chosen at random, cannot represent the entire population of consumers.

Next problem occurs because of a lack of realism, associated with the use of focus groups. Participants may submit written or verbal description of the product, or the outline of its appearance, but it has little to do with the selection of products in a competitive context in real life.

Critics also affect the reliability problems. This is due to the role of the moderator, and the assumption that the interpretation of the interview transcripts may vary.

Other experts defend the reliability of the focus groups, believing that representativeness can be achieved by population stratification and the formation of random samples from each level of the population. Results from each group can be compared in order to achieve consistency in interpretation. However, the puzzling fact is that market researchers are trying to defend the application of the methods of focus groups in terms of quantitative and not qualitative criteria. This is due to the fact that it is criticized for the criteria quantitative studies.

Focus groups are widely used in many researches in Great Britain. British scientists, journalists, marketings and others often use this form of collecting necessary data. Focus group helps to get the information that reflects the preferences, reactions and ideas of the population, so it gives the opportunity to make the work more effective.

Assignment ID
100002205
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CREATED ON
26 October 2016
COMPLETED ON
27 October 2016
Price
$38
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26 October 2016
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26 October 2016
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