One of the findings of the Mall of Atlanta focus group research mentioned in the text was that respondents who go to the mall for entertainment try to hold costs to under $30,except for special occasions.The client reviewed this information and decided to design a mall experience package that would cost $29.95 The client has fallen victim to which disadvantage of focus groups?
A) misrepresentation
B) misuse
C) messy
D) Both A and B are correct.

Question

Quizplus · Accepted Answer

Both misrepresentation (presenting findings that do not accurately represent the views of the larger population) and misuse (using focus group findings as the sole basis for decision making) are present in this scenario. The client has taken the finding that respondents try to hold costs under $30 and designed a package that fits that price point, without considering other factors such as profitability or whether the package would actually be attractive to customers. This shows a misuse of the focus group findings and potentially misrepresents what customers actually want.

One of the Findings of the Mall of Atlanta Focus