Marketing Discussion 3

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The Online Focus Group

Increasingly, companies are conducting online research. However, it is not always effective or easy. You will do some research concerning focus groups and then address the following Discussion topics.

You have decided to conduct an online focus group to determine participants’ reaction to a new _____ (fill in the blank with a product of choice not related to the scenarios provided).

  • What will you need to plan, arrange, and communicate in order to conduct this online focus group successfully?
  • What possible problems could arise, and how will they be handled?
  • What are the pros and cons of conducting this type of research?
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