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    Validity of focus group findings

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    In a meeting with other members of the marketing department (your classmates), the following comment is made. Briefly compose a reasoned response to this statement:

    If a focus group's findings confirm prior expectations, the client or organization can forego any quantitative research.

    Do you agree with this statement? Why or why not?

    © BrainMass Inc. brainmass.com June 3, 2020, 6:31 pm ad1c9bdddf
    https://brainmass.com/business/marketing/validity-of-focus-group-findings-63119

    Solution Preview

    I am a market researcher by trade, and I conduct focus groups all of the time.

    I do not agree with this statement.

    A focus group primarily consists of 8-10 individuals at most - and this is a very small sample size. This is no way a representation of the population.

    Firstly, perhaps the manner in which these individuals were recruited create some bias - maybe the company recruited certain individuals with particular characteristics (age, income, demographics...) to participate ...

    Solution Summary

    This posting looks at the statement: If a focus group's findings confirm prior expectations, the client or organization can forego any quantitative research. The will argue the validity of this statement.

    $2.19

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