Earl Chestnut and Ann Arnold were considering conducting a focus group for their company's cookie brand,Oats N' Raisins.Their objective was to understand when and under what circumstances cookies are offered as a snack in households.Earl wanted to recruit 25 people representing the different groups of employers in the city,that is,a medical researcher,a longshoreman,a truck driver,someone from the legal community,and so on.Ann felt it would be better to have a more homogeneous group such as housewives with kids still in school.Which of the following should be chosen?
A)Earl's heterogeneous group
B)Ann's homogeneous group
C)a combination of the two but use at least two dozen focus groups to evaluate differences between the two types
D)None of the above;focus groups should not be used for the objective given.
E)None of the above;pluralistic research should be used.

Question

Quizplus · Accepted Answer

Ann's homogeneous group of housewives with kids still in school would be the better choice in this case because the objective is to understand when and under what circumstances cookies are offered as a snack in households, and this group would give more consistent and specific insights into household snacking habits. Earl's more heterogeneous group may provide a broader range of perspectives, but it may not be as focused on the specific objective. Option C involving a combination of the two could be an option, but it would involve a more complicated and time-consuming research design with the need for multiple focus groups to evaluate differences. Option D is not suitable in this case as focus groups can be effective in exploring consumer attitudes and behaviors. Option E involving pluralistic research is not relevant to the objective given.

Earl Chestnut and Ann Arnold Were Considering Conducting a Focus