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Validity of focus group findings

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?

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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.

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