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Focus Groups
Rating: 4.0 out of 5(37 ratings)
248 students

Focus Groups

Focus groups serve as an important tool to gather information for qualitative research.
Last updated 4/2019
English

What you'll learn

  • Explain What are Focus Groups
  • List the Objectives of Focus Group
  • List the Advantages and Disadvantages of Focus Group
  • Describe the Types of Focus Groups
  • Explain the Steps involved in Conducting a Focus Group
  • Describe the Designing of Questions for Focus Groups
  • Explain How Moderator should Speak to Focus Group
  • List the Ground Rules for Moderator of Focus Groups
  • Explain the Facilitating of Focus Groups
  • List the Characteristics of a Good Moderator

Course content

1 section11 lectures58m total length
  • Introduction4:53
  • Explain What are Focus Groups8:52

    Focus groups are group interviews or discussions of six to twelve participants guided by moderators. They explore attitudes and behavior for marketing research through qualitative methods.

  • List the Objectives of Focus Group0:32
  • List the Advantages and Disadvantages of Focus Group1:59
  • Describe the Types of Focus Groups1:21

    Explore how groups perceive problems and brainstorm solutions with exploratory focus groups, and assess implemented solutions through confirmatory focus groups using open-ended and closed questions.

  • Explain the Steps involved in Conducting a Focus Group6:23
  • Describe the Designing of Questions for Focus Groups19:12
  • Explain How Moderator should Speak to Focus Group2:55
  • List the Ground Rules for Moderator of Focus Groups4:24
  • Explain the Facilitating of Focus Groups3:25
  • List the Characteristics of a Good Moderator4:43

Requirements

  • No prior knowledge is required

Description

‘Focus Groups’ are also known as ‘Group Interviews’ or ‘Group Discussions’. They are used to understand the attitude or behavior of the audience. Six to twelve individuals are selected and either one or two moderators are selected. Focus Group is an important tool for Marketing Research. So, it can be said that if there was no Marketing Research being conducted, then there was really no need for conducting focus groups too.

Marketing Research is the function that links consumer, customer and public to marketer through information gathered through tools such as focus groups. Marketing Research is systematic problem analysis, model building and fact finding for the purpose of important decision making and control in the marketing of goods and services.

Information gathered through tools such as focus groups is used to identify and define marketing opportunities and problems, generate, refine and evaluate marketing actions; monitor marketing performance; improve understanding of marketing as a process. Marketing Research is sometimes defined as the application of scientific method in the solution of marketing problems. Marketing Research plays a very significant role in identifying the needs of customers and meeting them in best possible way. The main task of Marketing Research is systematic gathering and analysis of information.

Focus Group is Qualitative Research and is generally undertaken to develop an initial understanding of the problem. It is non-statistical in nature. It uses an inductive method, that is, data relevant to some topics are collected and grouped into appropriate meaningful categories. The explanations are emerged from the data itself. It is used in exploratory research design and descriptive research also. When there is uncertainty or when the problem is not clearly defined, we deploy exploratory research and use qualitative studies for it.

Who this course is for:

  • Human Resource Professionals
  • Managers
  • Employees
  • Supervisors
  • Management Staff