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.
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.
...Focus group research can serve a variety of purposes, including ... The most common uses of focus groups are: ... Definitions and types of Validity and Reliability as ...
... QoL.4 To achieve this, a valid unprejudiced way ... they 3. The texts from all 3 focus groups formed 1 ... To better considered the focus group discussions as important ...
... a scientific, controlled, random, statistically valid survey ... in those responses and group those responses ... Information from focus groups can also be analyzed by ...
... whether the analysis 1997) and 'grouping together under ... a single observation of one group, following an ... of descriptive and interpretive validity focus on the ...
... of measure - being text-based, validity efforts will ... program, while reliability efforts will focus on finding... is a problem in some group counselling activities ...
... of bias or error that could occur when sampling (validity and reliability ... 3) focus groups. ... The person leading the focus group needs to be trained and sensitive ...
... fixed-choice questionnaire in a group setting (see ... These questions are all focused on change designed ... Indicate how you will establish reliability and validity. ...
... A focus group is defined as a group of people informally interviewed ... The chosen corporate group would be kept anonymous to maintain validity of responses. ...
... experiences in a group setting); you ... and Generalizability Qualitative validity Researcher uses ... Qualitative generalization Focus of qualitative research on the ...
... issues impacting on the validity and reliability ... Furthermore, third-party endorsement focuses on professional rather ...groups different from the control group. ...
