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Market Research Methodology - Essay Example
There Exist many differing modes of research in the world of today. As, the world is now evolving into more of a global village. Research is becoming a vital part of businesses, products, services etc. The use of Primary Data, secondary data, conducting of interviews, surveys, and distribution of questionnaires are some of the many modes or methodologies of research.
'Typically focus groups are used as a means of testing concepts new products and messages. A focus group is qualitative research which means that you do not obtain results with percentages, statistical testing or tables .instead this methodology is less structured than surveys or other quantitative research and tends to be more exploratory as well. Rather than providing quantifiable responses to a specific question obtained from a large sampling of the population, focus group participants provide a flow of input and interaction related to the topic or group of topics that the group is centered around. While they appear to be less formal than a survey, focus groups do provide an important source of information for making business decisions. It is important how ever to ensure that persons using the results of such a qualitative study understand how to correctly interpret the resulting information'. 1
The composition of a focus group is usually based on the homogeneity or similarity of the group members. Bringing people with common interests or experiences together makes it easier for them to carry on a productive discussion. Often a research project will use different groups to get differing views. For example, an organization is planning a major restructuring. ...