response the following 2 articles with your point of view Article 1) This week we are discussing
Question:
response the following 2 articles with your point of view
Article 1)
This week we are discussing the strengths and weaknesses of focus groups and individual personal interviews. Both forms of "interviews" have specific purposes, and can be useful in their own ways. Individual interviews typically involve the interviewer speaking to one person or party as a way to collect more intimate pieces of information. Secondly, individual interviews "tend to be a quick and easy way to collect user data, so they are often used, especially in Lean and Agile environments." (Maheshwari, 2019) This means that individual interviews also have the ability to produce a more in-depth understanding of points from a user-based level. Examples of personal interviews being useful can include a news team/ public affairs officers asking individuals about their dining experience at a new restaurant. A type of individual review also includes Google and Yelp reviews. This is because the opinion of one person is being used.
On the other hand, focus groups are also useful in gathering information. The difference is that "They are typically used to gauge opinion and gather information from users about products, services, and features before they have been developed"(Maheshwari, 2019) Focus groups also tend to provide blanket feedback, where the attendees will feed off each other and may fear giving their own opinions if it does not coincide with the group's opinion. Inversely, this can be a good thing if there is a need for consumer input, and maybe the focus group topic is easier to be spoken about in a group setting. This may keep an individual interview from becoming uncomfortable for an individual. An example of a focus group can include getting an opinion on a new cereal and allowing for children to be the focus group participants and then asking the parents the same opinion. This would allow for both sets of opinions to be taken into consideration.
A great place to see the contrast in individual vs group interviews is in the show "impractical jokers". This show often plays pranks on people in both individual and group forums.
ARTICLE 2.
Focus group research requires defining the audience which the study will address, which can take time. This relates to this week’s courseware as we learned to break down the target market by segmentation. Examples included demographic, geographic, psychographic, and behavioral. These segments can be used to define the target audience of a focus group in which researchers are studying to see what products or services gather the largest responses. SIS International states that one of the most important advantages to focus groups is that they offer the significant benefit of uncovering profound insights and delivering rich qualitive data because they allow researchers to delve into intricate topics, emotions, and experiences that may prove to be challenging to capture through other techniques. (SIS International, 2021) A disadvantage to focus groups is they require a strong facilitator to strengthen communication and keep the group on topic.
In-depth personal interviews are defined as a “qualitative data collection method that involves direct, one-on-one engagement with individual participants.” (Steber, 2017) An advantage to in-depth personal interviews is you get more emotional information based on one individual source. For example, if you are trying to market a new kitchen utensil and the interview takes place with a renowned chef, you will get the subject expert’s opinion, unfiltered and direct. However, this can also be a disadvantage because individual interviewees might only give emotional responses skewing the overall research because the targeted market was missed.
Overall, either research type can be effective if used properly. If you are trying to market the latest winter hunting gear, creating a focus group comprised of 20 to 50-year-old cold weather hunters ranging across twenty states would give you the best feedback to broaden the market target of the product. Whereas, in-depth personal interviews would be more beneficial if you are researching a more finite subject, such as improving upon an already effective product. An example, could be trying to increase versatility in a hunting pack where you identify specific people to utilize the equipment in the field. Then, you interview them to see what worked and what didn’t, leading to a revised version of the already successful pack.
Marketing Research
ISBN: 9781119497639
13th Edition
Authors: V. Kumar, Robert P. Leone, David A. Aaker, George S. Day