Focus Group Subject: Marketing Management Presented by Connie Liu( 劉佩玲 ) No: Date:2007/09/20

What is focus group? For acquiring feedback about new products and various topics. A screened group of respondents A representative subgroup of a certain market segement Client representatives observe the discussion from behind a one-way mirror.one-way mirror

When focus group will be held? 1.Before the product to the pubic, allow companies wishing to develop, package,name, or test market a new product, to discuss, view, and/or test the new product. 2.Provide invaluable information about the potential market acceptance of the product.

How to proceed? A moderator guides the group through a discussion a list of objectives and outline Participants cannot see out, but the researchers and their clients can see in. Researchers examine more than the spoken words. They also try to interpret facial expressions, body language, and group dynamics. Moderators may use straight questioning or various projective techniques, including fixed or free association, story- telling and role-playing. Focus groups are often used to garner reaction to specific stimuli such as concepts, prototypes and advertising.free associationrole-playingconcepts

Features It is often suggested that respondents feel group pressure to conform and this can contaminate the results. Others hold that by using trained and experienced moderators who appropriately manage the discussion, this potential problem can be mitigated. Despite the potential for groupthink, group dynamics are useful in developing new streams of thought and covering an issue thoroughly.groupthink

Key terms of focus group Focus group Moderator Respondents Representative Discussion Subjective Role-playing Group think

Thanks for your attention ~~