In this exercise you are presented with two short cases that involve marketing research. You are asked to identify and comment about the possible limitations of the research. The cases are accompanied by questions that will help to get your thinking started.

1. A marketing manager for a big industrial equipment company wanted to get ideas about new products he should develop. A salesman suggested that they conduct a few focus group interviews with a few friendly customers to get some ideas. This seemed like a good idea, so an outside marketing specialist was hired to set up and videotape two focus group sessions.

After the sessions, the specialist presented a short summary report. His main conclusion was that 40 percent of the participants wanted a certain type of machine, and urged the company to develop one quickly "since the market will be large." He also said that from watching the tapes he was certain that the customers were unhappy with the products they had been getting from the firm. This left the marketing manager quite concerned and wondering what to do.

1. Is a focus group interview a good basis for drawing the type of conclusions offered by the outside researcher? Why or why not?
2. Should the manager hire the marketing research firm to do a large survey to see if customers are really unhappy, as he suggests based on the focus groups? Why or why not?