A market researcher conducting a focus group finds that many of the participants raise issues that were not considered in the original definition of the research problem being investigated. The market researcher should:

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understand the research project management process. The marketing research project must be able to accommodate revisions as it proceeds. The market research process is not always a straightforward, linear path from start to finish. An initial survey of secondary data may prompt the marketing organisation to reassess the research problem definition, a focus group might prompt a reassessment of the problem or suggest some other piece of data to analyse that was not included in the original brief, and initial data analysis might suggest some revision to the methodology for data collection requiring that part of the process to be reviewed.

A Market Researcher Conducting a Focus Group Finds That Many