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.