Ford Motor Company has received several awards for their designs, quality, and integration of technology in automobiles. Today's automotive consumers are increasingly interested in purchasing vehicles that are technology enabled and offer the driver or passenger the ability to access his or her wireless provider's network, use Bluetooth technology to place calls, play music from his or her smartphone, and utilize GPS technology available on his or her smart device. Prior to offering these add-ons or features to their line of automobiles, Ford utilizes ______ research by assembling a small group of target market customers throughout the world to discuss their needs and how they might utilize new product enhancements. Managers from Ford are present to view the group discussions and observe the interactions among group members as well as the group's moderator. What type of research is Ford conducting?

Question

Quizplus · Accepted Answer

Ford is conducting a focus group, which is a type of qualitative research where a small group of individuals are brought together to discuss their thoughts and opinions on a specific topic. The group is moderated by a trained facilitator, and the goal is to gather in-depth insights and feedback from the participants. This type of research is useful in gathering subjective opinions and perceptions, which can inform product development and marketing strategies.

Ford Motor Company Has Received Several Awards for Their Designs