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marketing research and market evaluation - Essay Example
Technology has indeed revolutionized the way we do things-may it be work or business. The dawn technological advancement such as the use of computers has made remarkable improvements in business and lately in the field of market research.
The latest twist on focus groups is the application of an online format…
An online focus group is one type of research method, particularly falling under focus groups which makes use of the internet, thus people do not meet physically but are able to exchange ideas and converse through conferencing software (Wikimedia Foundation, Inc.).
In particular, this is how it is done: "A moderator invites prescreened, qualified respondents who represent the target of interest to log on to conferencing software at a pre-arranged time and to take part in an online focus group. Some researchers will offer incentives for participatingbut this raises a number of ethical questions. Discussions generally last one hour to 90 minutes. The moderator guides the discussion using a combination of predetermined questions and unscripted probes. In the best discussions, as with face to face groups, respondents interact with each other as well as the moderator in real time to generate deeper insights about the topic" (Wikimedia Foundation, Inc.).
Some consider online focus group as a breakthrough in conducting market research and is found to be an effective way to lead the select groups to a more in-depth discussion about the topic on hand (BioInformatics, LLC ). This is so as both clients and respondent participants can comfortably participate from their own office or home. ...