Cost can be either a disadvantage or an advantage depending on location, industry and how the merger is handled. Focus groups have long been used in marketing, urban planning, and other social sciences. Advantages of asynchronous online focus groups and faceto. When used as a survey method, the focus group approach presents various pros, strengths and benefits, as well as cons, weaknesses and drawbacks. In terms of disadvantages, the limited demand available within a niche can cause problems. The discussions in the focus groups can be kept under control. Once its target market is being well served, expansion to other markets might be the only way to expand, and this often requires developing a. Focus groups allow businesses to directly engage with their customers. Focus groups are in this sense quintessential qualitative.
This depends entirely on the questions to be answered and the diversity of the sample population. Customer expectations are a moving target so it is important to stay on top of understanding the customer perspective. Disadvantages of focus groups marketing research assignment. Online focus groups and qualitative research in the social sciences. It requires a lot of planning and training to encourage participation and focus the discussion.
The focus group fg technique has been recently rediscovered by social scientists. Being able to work face to face with a range of people, of different demographics can give a more real insight into their opinions and help businesses to get to know their customers better. Dec 11, 2012 in the marketing, focus groups are seen as an important tool for acquiring feedback. Explain the framework of focus groups know how demographics factor into focus groups. First, a firm could find its growth ambitions stymied. Focus groups are often underused as a valuable tool for research. Many of the advantages and limitations described in the literature are evident. Online focus groups ofgs are increasingly used as a method of data collection. Focus groups have become a regularly used research method within the health and social care arena webb and kevern 2001. In some instances, some projects may require further focus groups to gather more indepth data. Although their advantages for research have repeatedly been described, participants opinions about ofgs have seldom been studied. Following are the some advantages the most common reason for firms to enter into merger and acquisition is to merge their power and control over the markets.
Beside that primary data can be obtained through focus groups, panels and unobtrusive measures. Despite these limitations, the study team decided that the benefits of this study. Members of the focus groups are chosen on the basis of their expertise on the topicconceptproduct. Many businesses are unaware of the kinds of benefits using focus groups can have. Advantages and disadvantages of synchronous online focus groups. Young europeans talk about combining work and family life. Focus groups typically involve a moderatorled group. This practical and extremely wellwritten guide offers advice on. Advantages and disadvantages the research in management, especially in marketing, frequently considers focus group and other qualitative methods as exploratory tools, its results needing to be verified by a quantitative study, in a representative sample. It will basically discuss the advantages and disadvantages of all these data collection techniques. Merton, a sociologist and the associate director of the bureau of applied social research headed the first focus groups in the united states.
The results of the focus group interviews helped us design parent lounges that met the unique needs of parents who often spend days, weeks or even months with a sick child in the hospital. The corporate strategy in these cases is about the basic direction of the firm as a whole. Focus groups provide some distinct advantages to businesses and researchers. The term focus group was created by ernest dichter, a famous market expert and psychologist. It has become the subject of important methodological discussions and it is now considered a very innovative research method. Advantages disadvantages essay for and against plan par. Chapter 6 examines a variety of additional possibilities that go beyond the basic format. First, it attempts to define focus group research in the field of education. Say there are both advantages and disadvantages par. Advantages and disadvantages of focus groups as a research method are frequently considered. We investigated ofg participants preference for participation in an ofg or a facetoface focus group ftf, as well as their perceptions of the advantages of both methods. These are often called bulletin board focus groups bbfgs, forums, or research communities, and they usually run over a few days. Some of the focus groups advantages are as follows. Focus groups can also make risk communication more effective by helping communicators listen to consumers of risk.
Abstract focus groups are an effective strategy in consumer research if. Advantages focus group brings interaction between participants highlights their view of the world. It is an inexpensive and fast method of acquiring valuable data. Pdf the paper examines some methodological issues associated with the use and analysis of focus groups in social science research. Focus groups give you access to why a customer feels a certain way about a product, and surveys help you collect supporting feedback in large batches. Oct 24, 2014 online focus groups ofgs are increasingly used as a method of data collection. Marketing researchers employ a variety of tools, including oneonone interviews, written surveys and polling to track consumer opinion. Mar 26, 2017 created using powtoon free sign up at youtube create animated videos and animated presentations for free. Apr 11, 2016 ultimately, the study design either online focus groups or inperson focus groups will depend on the particular research question and participant sample that a company has. Advantages disadvantages essay for and against example topic.
Focus group methodology and its usefulness in early. Advantages and disadvantages of the focused strategies. The hidden advantages of focus group interviews in. In the case of the small firm, it could mean the adoption of. The paper will discuss some of the very important and frequently used data collection techniques like questionnaires, focus groups, telephone surveys and observations. Focus groups may need to be used in conjunction with other methods to ensure confidence in the data. Qualitative research, like most things in modern life, has adapted to the times. However, a rationale for the use of the method is frequently not provided, making it difficult to determine the extent to which the use of the method reflects the appropriateness, rather than. Main advantages for zazen by choosing this tool are. Online focus group advantages and disadvantages mrqual. Disadvantages of online focus groups only people that have and know how to use a computer can be surveyed online.
Sorry guys, but the generally accepted opinion around here is that the skill list is a mess. Focus groups as a tool for policy analysis james p. Advantages and limitations of focus groups howstuffworks. People often express views that they might not express in other settings, or if interviewed. Focus groups can give you both a broad and indepth overview of reactions to the product, services, or organizational. The selfselecting process and voluntary participation may not be representative. What is the purpose and advantages of focus group interviews. What are the advantages and disadvantages of focus group. There are however issues with focus groups that people should be aware of. Online focus groups and qualitative research in the social. Created using powtoon free sign up at youtube create animated videos and animated presentations for free.
Advantages disadvantages it is comparatively easier to drive or conduct it allows to explore topics and to generate hypotheses it generates opportunity to collect data from the group interaction, which concentrates on the topic of. Used with all of the above, a focus group is an integral part of gauging public perceptions. However, such a widespread use of fg seems to have become a fashionable research technique. The moderators control the discussion as per his or her experience.
Most parents send their children to school but some choose to teach them at home. However, a rationale for the use of the method is frequently not provided, making it difficult to determine the extent to which the use of the method reflects the appropriateness, rather than the popularity, of the approach. The merge statement allows joining a source with a target table and then based on the results of the join, it performs insert, update, or delete operations on the target table. Students should learn to understand their own conditions to choose the best research method for their study. Advantages and disadvantages of focus groups todays market researcher has an embarrassment of tools available to them, yet one research option has stood the test of time the focus group. Such was the case in 1997 when staples, an office supply chain, attempted to merge with office depot, a rival office supply chain. The impression is that fg is often adopted without any prior consideration of whether it. Our main goal in qualitative research is to have real conversations with real customers. Jul 31, 2015 the merge statement allows joining a source with a target table and then based on the results of the join, it performs insert, update, or delete operations on the target table. Focus groups typically involve a moderatorled group discussion with between eight and 10 people. These seem appealing because they are the closest online equivalent to facetoface focus groups.
Students do not have to wake up so early spend more time with their parents attention given to the subjects they like more or have more difficulty in par. Mansell i1, bennett g, northway r, mead d, moseley l. Another advantage is synergy that is the magic power that allow for increased value efficiencies of the new entity and it takes the shape of returns enrichment and cost savings. There could be a small businesses or involved in a single business or a large, complex and diversified conglomerate with several different businesses. When used as a survey method, the focus group approach presents various pros, strengths and. Since the name of an individual on the internet is often private, actually verifying that a respondent is a member of a target group is difficult. Using focus groups to gather qualitative data on the customer experience is a widely used marketing strategy which allows organizations to develop products and services that meet customer requirements. Now let us look into some of the advantages and disadvantages of focus groups. A growing literature on the setting up and running of focus groups for social. The final study design will be carefully crafted to maximize the type of data and discussions that will further the goal of the project.
People often express views that they might not express in. Oct 05, 2017 advantages and disadvantages of focus groups todays market researcher has an embarrassment of tools available to them, yet one research option has stood the test of time the focus group. Advantages, disadvantages, and lessons learned in conducting telephone focus groups to discuss biospecimen research concerns of individuals genetically at risk for cancer abstract advances in telecommunication technology allow biomedical researchers to explore new, inexpensive opportunities for conducting focus group research. The disadvantages of a merger typically include the loss of jobs for workers and choice for customers, and the advantages are increased diversity and market penetration. Nov 30, 2015 disadvantages of online focus groups only people that have and know how to use a computer can be surveyed online. The amount of data collected would be overwhelming and complex to be analyzed. Advantages of the focus group method kitzinger 1996 argues that focus groups can be used to examine what people think, how they think, why they think in specific ways and their understandings and priorities in a given subject area. Focus topic skills, advantages, and disadvantages week. If the focus groups provide advantages, it also provides some of the disadvantages. Horizontal mergers occur when two businesses within the same industry and which produce the same kind of product join forces to reduce overhead while increasing profits. The increasing prominence of online focus groups in market research and the. Aug 16, 2011 using focus groups to gather qualitative data on the customer experience is a widely used marketing strategy which allows organizations to develop products and services that meet customer requirements. If similar businesses merge, the company expands its line of products or services and increases its power in the industry.
Following are the main advantages of focus group discussion in research. There can be focus groups for anything product focus groups, service improvement focus groups or merely idea generation. Focus group is an important research method, here we list the advantages and disadvantages of such research method. Aestheticscompositiondesign is hard to differentiate and feel redundant as three different skills, smithing to make bowsarrows is silly, games and performance as social skills rather than artisan skills is weird, command is way too powerful and reigns the social skills. Using focus groups as a consumer research tool citeseerx. Second, it presents the disadvantages and advantages of focus group research, and finally, it provides methodological guidance to administrators who are interested in using focus group research as a way to gather information about the performance of a school system.
We now frequently employ digital methods to conduct research, but we still also use traditional methods, such as inperson focus groups, inperson oneonone interviews indepth interviews, and phone interviews. We look now at the advantages and disadvantages of each. In a group setting, different opinions and perspectives will emerge, all of which combine to. So, above are some of the advantages of the focus groups. I consider three issues which arose for me in using focus groups as. As said the discussions are controlled by the moderator. In the marketing, focus groups are seen as an important tool for acquiring feedback. Nov 14, 2018 the results of the focus group interviews helped us design parent lounges that met the unique needs of parents who often spend days, weeks or even months with a sick child in the hospital.
Focus group research focus group in qualitative research. Focus groups group of people with a moderator to discuss a particular topic, concept or product is called focus group. More accurate information opinions or ideas can be refined by the group. The use of focus groups in social science research focus groups originated in sociology merton and kendall 1946 were primarily used by market researchers in recent years templeton 1987 and are increasingly being used as a research tool in the social sciences.
Face validity, criterion related, content, and construct. Focus group methodology and its usefulness in early childhood. The disadvantages of focus groups include that responses are unstructured, so their coding and analysis is more difficult. What are the advantages and disadvantages of focus groups. Coworkers and friends are more comfortable in voicing views in each others company than on their own with the researcher.
Differences between online and face to face focus groups. The concluding chapter returns to the theme of focus groups as a qualitative method to look at the. Focus groups provide rich and detailed information about feelings, thoughts and underlying emotional motivation from people in their own words. A key market research tool, focus groups are often used in order to gain a better insight into different behaviours and opinions of consumers regarding products, brands and services. They have been defined as simply a discussion in which a small group of people under the guidance of a facilitator or moderator, talk about topics selected for discussion macleod clark et al 1996. Advantages of conducting a focus group interview are the flexibility in questioning, the encouragement of dialogue and exchange of ideas, the generation of hypotheses, being relatively fast and inexpensive and producing findings in a form that most users fully. Pdf as bill gates famously noted, the internet changes. A great complement to other mediums like online surveys and online polls. Online versus inperson focus groups interq research. Some advantages associated with horizontal mergers are potentially detrimental for consumers.
Top 16 advantages and disadvantages of working in a group. Advantages and disadvantages of focus groups in research. The most frequently used methods are the primary data collection methods. A great moderator of focus groups can understand people and their nonconscious body cues.
Focus group discussion is frequently used as a qualitative approach to gain an indepth understanding of social issues. The method aims to obtain data from a purposely selected group of. What are the disadvantages and advantages of a merger. Focus group interviews are more interesting than standard interviews, what cause longer and more revealing answers.
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