The main purpose of a(n)________ is to gain insights on issues of interest to the researcher by listening to a group of people from the appropriate target market.
A)depth interview
B)quantitative survey
C)experiment
D)moderator group
E)focus group

Question

Quizplus · Accepted Answer

A focus group is specifically designed to gain insights on issues of interest to the researcher by listening to a group of people from the appropriate target market. The group is small enough to facilitate discussion and large enough to generate a variety of opinions and ideas. Depth interviews are one-on-one interviews and experiments involve manipulating variables to observe the effects, both of which are not specifically aimed at gaining insights from a group. Quantitative surveys are used to measure and quantify responses, whereas a focus group is used to obtain more qualitative data. A moderator group is not a term commonly used in marketing research.

The Main Purpose of A(n)________ Is to Gain Insights on Issues