Role Of Focus Groups In Market Research
Market Research
Market research companies use focus groups for brand image monitoring/development, brand positioning with products and services, which are more complex and sensitive in nature. It is also used in places where qualitative data is of more importance than quantitative data.
Focus group methodology is of great importance when it comes to preparing market research reports. This method of market research has replaced the age-old technique of structured surveys, phone, interview and questionnaires. Problems often arise in surveys conducted through e-mails, as the respondent may not understand a particular section or question in the questionnaire and end up filling it wrong.
Since Asian markets have a strong oral tradition, focus groups are a very useful method of conducting research. It is especially effective in Asia as it has the trend of social communication
Focus group method helps in conducting market research in multi-lingual countries like china, Taiwan, Japan, India, Indonesia, Malaysia, and Philippines.
In multi lingual countries, it is often seen that communication is much more convenient and easier than written surveys and questionnaires. At times, while translating the market research questionnaire, the translator may change the ‘meaning’ of what is written in the questionnaire. This could result in the misinterpretation of what the consumer actually intended to say leading to misleading results. These difficulties can be reduced, by focus group setting done by a market research firm.
It is very important, that the right types of participants are chosen, in the market research survey. Focus group providers have a huge database in Asia; therefore it is not much of a difficulty to collect a focus group for market research. If correct participants are not chosen, the result of the market research will not be up to the mark.
One of the major problems with market research is, that since the objects of market research are established one by one, the main objectives of research are easily lost. To avoid this problem, simple research models must be made by dividing the research questions and investigation questions. These questions must be discussed with the client before finally asking them to the focus group. The questions that you form must be able to answer the main and big question above.
It is always intelligent that before selecting the focus group of a market research company, analyze the advantages of doing it on your own over the former. Most of the times, market research companies aid a lot, in deciding which type of market research is the best suited for the company that is introducing the product.
Thus to avail more information on market research and log on to the website: http://www.rncos.com.
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