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Focus group
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===Marketing=== In [[marketing]], focus groups are seen as an important tool for acquiring feedback regarding new products and other marketing-related topics. Focus groups are usually employed in the early stages of [[product development|product]] or concept development, when organizations are trying to determine the overall direction of a marketing initiative. Participants are recruited on the basis of their similarity to members of the demographic groups targeted as potential consumers of the product. Focus groups allow companies wishing to develop, package, name, or test market a new product to get the perspective of potential consumers before the product is made available to the public. Focus groups can thus provide valuable information about the potential for consumer acceptance of the product.<ref name = "Greenbaum">{{cite book |last=Greenbaum |first=Thomas|title=Moderating Focus Groups|year=2000|publisher=Sage Publications, Inc.|location=Thousand Oaks, California|isbn=0-7619-2044-7}}</ref> The focus group interview is conducted informally and as naturally as possible. Participants are free to give views about any aspect of the product. These focus groups should not be confused with in-depth interviews. The moderator uses a discussion guide that has been prepared in advance of the focus group to maintain the discussion on course. Generally, the discussion moves from overall impressions of a brand or product category and becomes more specific as the discussion progresses. Stakeholders such as members of a design team are not involved in the focus group, to avoid potential bias. However, they may attend the focus group, either through video cameras or by watching through a one-way mirror. Focus groups can provide accurate information and are less expensive than other forms of [[marketing research]]. However, there can be significant costs. For example, if a product is to be marketed on a nationwide basis, it would be helpful to conduct focus groups in various localities because the desirability of a new product may vary from place to place. Conducting focus groups in different areas of the country would require considerable expenditure on travel and lodging for moderators.
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