Focus Groups
Focus groups are a qualitative form of marketing research that can help a marketer assess consumer needs and feelings in a way that simple questionnaires can not. In a focus group, you bring together a small group to discuss issues and concerns about the features of a product. Participants are usually paid a fee for their time. A marketer can gain valuable information such as gaining a customer’s attitudes and determining advertising persuasiveness. The group is typically run by a moderator who maintains the group's focus. Some recent topics of interest regarding this subject are focus groups for advertising, Online focus groups, and political focus groups.
Traditional focus groups usually deal with a consumers reaction to a product, whether it be good or bad. In today’s ad-packed media, marketers need to worry about how consumers react to their advertising. Many marketers have set up focus groups to do just that: gauge how efficient an ad is, whether or not the group was interested, and if the ad and brand name can be recalled from the spot.
Companies such as Motorola have used focus groups to gauge the effectiveness of commercials. When the company chose to launch the “Wings” campaign, they were unsure of what song would be appropriate for the T.V spot. An overwhelming response from a focus group led to the use of the Rolling Stones song “You Can’t Always Get What You Want”. Marketers at Motorola raised concerns of whether or not the song was appropriate, based on the title. After a positive response from their focus group, the company ran the ad. “overwhelmingly positive focus-group response to the Rolling Stones as a transgenerational and transgeographic icon confirmed people were more interested in the emotion of the music than the lyrics.” (Adage.com, Snyder)
While traditional focus groups and their face to face method of collecting data has proven to be effective, the internet has proven to be both more effective and more convenient. A traditional focus group normally consists of about 10 people, while an online group can reach thousands of participants. The DiscoverWhy group is one such group that holds online polls and focus groups for various companies. In order to test the effectiv...
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...se the information wisely can gain valuable insight to difficult problems.
http://adage.com/search97cgi/s97_cgi?action=View&VdkVgwKey=%2E%2E%2F%2E%2E%2F%2E%2E%2Fadage%2Fwww%2Fnews%5Fand%5Ffeatures%2Ffeatures%2F19980420%2Farticle2%2Ehtml&DocOffset=35&DocsFound=92&QueryZip=focus+group&SearchUrl=http%3A%2F%2Fadage%2Ecom%2Fsearch97cgi%2Fs97%5Fcgi%3Faction%3DSearch%26QueryZip%3Dfocus%2Bgroup%26Filter%3Dadage%255Fbak%252Ehts%26ResultTemplate%3Dadage%255Fresults%252Ehts%26QueryText%3Dfocus%2Bgroup%26ResultStart%3D31%26ResultCount%3D10&
http://adage.com/search97cgi/s97_cgi?action=View&VdkVgwKey=%2E%2E%2F%2E%2E%2F%2E%2E%2Fadage%2Fwww%2Finteractive%2Farticles%2F20000327%2Farticle1%2Ehtml&DocOffset=17&DocsFound=92&QueryZip=focus+groups&SearchUrl=http%3A%2F%2Fadage%2Ecom%2Fsearch97cgi%2Fs97%5Fcgi%3Faction%3DSearch%26QueryZip%3Dfocus%2Bgroups%26Filter%3Dadage%255Fbak%252Ehts%26ResultTemplate%3Dadage%255Fresults%252Ehts%26QueryText%3Dfocus%2Bgroups%26ResultStart%3D11%26ResultCount%3D10&
http://www.adcritic.com/corporate/
http://www.mtv.com/sendme.tin?page=/mtv/news/chooseorlose/features/feature_0306.html
The first, focus groups, interviews conducted with 8 to 10 people with a trained moderator following an interview guide, a common useful approach for acquiring health care information. Also, useful in examining a wide range of sensitive health care issues. Second, probability sampling, units selected by chance, the sample’s reliability, and does not require detailed information about the population surveyed. The third option, mail surveys, inexpensive way to contact individuals over a large geographical area, provide anonymity to the respondent, and eliminate interviewer bias.
Once the target market has been identified it is important to develop a marketing strategy. In today's fast paced, information overloaded society; conveying a message about a product seems to be more difficult than ever. The consumer is bombarded with advertising everywhere they look. Today advertising not only exists on television, radio, magazines, and newspapers, it can be found on billboards, park benches, in our mailboxes, on buses, taxis, at sporting events, and on clothing.
Lastly, the research team used the focus group method. By conducting a focus group, we could receive answers with greater depth to gain more insight from survey responses. The six participants provided valuable responses regarding key areas of motivation, satisfaction and improvement the Aquarium could consider for future research.
In the book The Great Gatsby F. Scott Fitzgerald, the author uses the setting and the characterization to build an idea of personal ambition to display Jay Gatsby’s ambition throughout the book. The author uses characterization of Daisy and Dan Cody and the setting of East Egg and West Egg to show the relationship they have with Gatsby. Jay Gatsby’s ambition throughout the book is to achieve what he calls the American Dream. His vision of the American Dream is to become the wealthiest and be accepted by his society and have the women he loves, Daisy, beside him the whole time. Gatsby is a man who would do anything within his power to accomplish this American Dream. The book starts of when the narrator, Nick, notices his neighbor, Gatsby, standing out on the dock reaching out to this mysterious green light across the water. During the book, the green light becomes a symbol of Gatsby’s ambition and the green light also appears to be the light at the end of Daisy’s Dock at her home in East Egg.
“The average American is exposed to some 500 ads daily from television, newspapers, magazines, radio, billboards, direct mail, and so on” (Fowles 2). In the lives of Americans, it is roughly impossible to avoid advertising. Advertisements are meant to capture the attention of a particular group of individuals; based on their age, desires, and motives. For example, the product Glucerna presented in a 2015 AARP magazine appeals to audiences dealing with diabetes. This 2015 AARP Glucerna advertisement attracts its audience through a variety of techniques which include satisfying the need to feel safe, aesthetic sensations, and glittering generalities.
Then, K.L., Rankin, J.A. & Ali, E. (2014). Focus group research: What is it and how can it be used? Canadian Journal of Cardiovascular Nursing, 24(1), 16–22.
television commercials were the variables use as focus on the first hypothesis of this study and
A beautiful young lady that possessed the aura of grace, luxury, and sophistication. Attributes that the poor “midwestern” boy always wanted to attain. Gatsby saw Daisy as an embodiment of all his dreams and he instantly fell in love with her. In an attempt to impress Daisy, Gatsby lied about his social status. Claiming he was a wealthy “oxford man”, so that she will see him fit as her sweetheart. They fell in love with each other, but Gatsby had to leave for the war. Daisy did not wait for Gatsby’s return and married a young man from an aristocratic family named Tom Buchanan. The news broke Gatsby’s heart and he decided to dedicate most of his life pursuing Daisy and acquiring the wealth he believed is necessary to win her back. On the earlier parts of the novel, the author made the readers feel such admiration to Gatsby’s relentless pursuit for love. Making his rags to riches tale the epitome of the American dream. From his hard work to earn all the wealth he has, to all the extremely lavish parties he threw for Daisy to notice. The text suggested that Gatsby’s ability to dream and make it seem real
Then they attended a focus group meeting where they consented to participate in the study. They were paid $25. They were made aware of the article’s goals and rules. Technology use was discussed in relation to two out of the three possible domains within each group. Each discussion was introduced with an icebreaker. There was a five minute break between the first domain discussion and the Background questionnaire. Then the second domain was discussed followed by another five minute break. After the participants were given the Technology Experience Questionnaire. Discussions were audio recorder and
Research can be defined as a systematic method through which new knowledge is discovered. No matter what topic is being studied or analyzed, the value of research lies in how well it is designed and carried out. There are several types of research which include: surveys, interviews, content analysis and focus groups. As an advertiser it is important not only to be aware of your surroundings, but what goes on in people’s minds. Individuals’ needs and wants are not only essential but the base of an advertisement’s success. The purpose of this essay is to conduct my own research about a company that has transcended barriers such as race, disabilities, and gender with a phrase that has sparked interest, innovation and motivation all over the world: “Just Do It”. Since the 1980’s Nike has not only become one of the leading sports brands, but a corporation that learned just how to convey a message and reach their target consumers through successful advertisement. The question is: What is portrayed through Nike’s advertisement and slogans? How has this helped sales, and how far has advertisement pushed its success? The objective of this research paper is to find and understand in-depth answers to these questions that bring a
When you were a student, did you see the purpose of taking standardized tests? What was that purpose? “In 1845 educational pioneer Horace Mann had an idea. Instead of annual oral exams, he suggested that Boston Public School children should prove their knowledge through written tests” (Gershon 1). Although it is believed by colleges that the SAT, ACT, and other standardized tests are a good measure of intelligence and character, really these tests should not be used because they don’t predict a person’s future success in life, some people are better test takers, it doesn’t portray the natural capability of a person, and they are just used to make money for businesses and companies.
Her answer a leader should be pure and philosophical was that Peggy believed that being pure is an advantage. A good leader must have an open mind and makes decisions solely based on facts. Her opinion on if a leader should be philosophical was rather mind boggling as she said “Being philosophical may be a disadvantage as not seeing the reality of things, but spends more time seeking a deeper meaning”. I can now see why having a philosophical leader can be undermining to a business because instead of moving on and sternly fixing an error, that kind of leader will spend precious time finding a deeper meaning of why that error happened. My last question asked if she saw any differences between how men and women lead. Peggy;s response was “Yes, definitely. In my case, the women I have worked for seemed to rule differently depending on their emotional state”. She then mentions that she has no experience with a male supervisor, which is interesting because usually males are at the top. One reason to that fact could be the area in which she lives in. There might be more women and, therefore, leading to a lot of women
Nevertheless, one of the most important constants among all of us, regardless of our differences, is that, above all, we are buyers. We use or consume on a regular basis food, clothing, shelter, transportation, education, equipment, vacations, necessities, luxuries, services, and even ideas. As consumers, we play an essential role in the health of the economy; local, national and international. The purchase decision we make affect the requirement for basic raw materials, for transportation, for production, for banking; they affect the employment of employees and the growth of resources, the successfulness of some industries and the failure of others. In order to be successful in any business and specifically in today’s dynamic and rapidly evolving marketplace, marketers need to know everything they can about consumers; what they are want, what they are think, how they are work, how they are spend their leisure time. They have to find out the personal and group influences that affect consumer decisions and how these decisions are made. In these days of ever-widening media choices, they need to not only identify their target audiences, but they have to know where and how to reach
Qualitative methods’ importance makes sense to me now. In the past, I would always chose quantitative methods as I prefer dealing with mathematics and numbers. In addition, I was more accustomed to the mechanisms of quantitative methods, for it was what we commonly for our papers. I also have to admit that my field methods class haven’t really taught or prepared me that much for qualitative methods. As a result, I didn’t know at first how to effectively handle and conduct focus group discussions. However, because of my experiences from our data gathering, I was able to appreciate qualitative methods and perceive my areas for improvement in executing focus group discussion.
Glycolysis means "splitting sugars" and it is a process that release energy present within sugars. In glycolysis, glucose a six carbon sugar is split into the two molecules of the three-carbon sugar called pyruvate. It is a multi-step process that yields two molecules of ATP, two "high energy" electron carrying molecules of NADH and two molecules of pyruvate. The process of glycolysis can occur with or without oxygen. Glycolysis is the first stage of cellular respiration in the presence of oxygen while in the absence of oxygen, glycolysis allows the cells to make little amount of ATP through the process called fermentation [Bailey, Regina. "10 Steps of Glycolysis"].