tailieunhanh - RESEARCHING MARKETING PROBLEMS AND OPPRTUNITIES WITH FOCUS GROUPS

Counterfeiting also has a history of being employed as a political tool, particularly during times of war when it has been used to devalue an enemy’s currency by flooding a country with fake coinage or notes. For example, the British government sought to undermine the Continental Congress during the War of American Independence by counterfeiting the dollar during 1777 and 1778. This resulted in inflation, the withdrawal of that year’s issue of the currency, the passing of laws forbidding counterfeiting of money, and, the complete withdrawal of the Continental Dollar in 1779 (Baack, 2001). A similar scheme was. | Researching Marketing Problems and Opportunities with Focus Groups Joe L. Welch Focus group research is a popular and effective qualitative research method for generating ideas and assessing marketing programs and concepts. This article provides marketers with insights about implementing focus groups in the industrial environment. It presents a specific procedure for conducting focus groups potential industrial applications for the research technique guidelines for making decisions about selecting moderators establishing objectives recruiting study participants and controlling costs. INTRODUCTION Focus group research is a qualitative technique involving a small number of respondents who discuss selected topics with a moderator for approximately 1-2 hours. Respondents are prescreened to ensure that they conform to specified criteria and are invited Address correspondence to Professor Joe L. Welch Marketing Department. North Texas State University . Box 13677 Denton TX 76203-3677. to a central location to participate in the discussion. In exchange for contributing their time to the research discussion each participant is given a monetary incentive. Although the focus group technique has been discussed in the literature for over 20 years and utilized for a variety of purposes by consumer goods companies 3 it still has not become a significant tool for most industrial goods organizations. In one study it was found that 47 of the companies surveyed utilized focus groups to help solve marketing problems. Although 81 of consumer goods companies employed focus group research only 16 of industrial goods firms employed the technique 4 . It is important that industrial marketing managers understand that the objectives and strengths of the focus group technique are as applicable to the industrial environment as they are to the consumer packaged goods business. It is also important for industrial managers to understand factors that should be considered as well as costs and .

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