In 1994 Merton became the first sociologist to receive a National Medal…. Delivered to your inbox! In the meantime, start building your store with a free 14-day trial of Shopify. Omissions? Thus, there remains uncertainty as to whether the opinions expressed in a focus group can be generalized to larger populations. You’ll start receiving free tips and resources soon. Focus groups typically are used to understand how people with common interests feel and think about an issue, a product, a service, or an idea. Get free online marketing tips and resources delivered directly to your inbox. Views expressed in the examples do not represent the opinion of Merriam-Webster or its editors. “Focus group.” Merriam-Webster.com Dictionary, Merriam-Webster, https://www.merriam-webster.com/dictionary/focus%20group. a market research method that brings together 6-10 people in a room to provide feedback regarding a product Accessed 26 Nov. 2020. The moderator arrives with a set list of 10-12 questions that will be shared with the group during their time together that are designed to elicit thoughtful responses from all the participants. 'Nip it in the butt' or 'Nip it in the bud'. Since the late 20th century, researchers have also used computers to catch key words and manage data. Look professional and help customers connect with your business, Find a domain, explore stock images, and amplify your brand, Use Shopify’s powerful features to start selling, Sell at retail locations, pop-ups, and beyond, Transform an existing website or blog into an online store, Provide fast, smooth checkout experiences, Reach millions of shoppers and boost sales, Learn everything there is to know about running a business. Whereas some focus groups meet in person, others meet via telephone or the Internet. Are generally lower cost than other methods, Can supplement verbal responses with body language and other non-verbal cues, Information gathered is in respondents’ own words, which is more accurate, Technique is flexible and can be adjusted based on group behavior, Participants can be influenced by others in the group, Domineering participants can skew the results, Results from a small group can’t always be generalized to a larger population. Send us feedback. Instead of one moderator in the room, there are two – one to facilitate the discussion and the other to take notes. Can you spell these 10 commonly misspelled words? Participants generally are asked open-ended questions, with no limit placed on their answers, within a comfortable and permissive environment facilitated by a skilled moderator. Black Friday Sale! Fewer participants are used, bringing the number down from 6-12 to four or five consumers. 'All Intensive Purposes' or 'All Intents and Purposes'? Client participant focus group. Today the technique has been expanded to evaluate consumer perceptions and reactions. A common, popular strategy for analyzing such qualitative information is the so-called long-table approach, in which researchers compare answers in terms of frequency, specificity, emotion, and extensiveness. Subscribe to America's largest dictionary and get thousands more definitions and advanced search—ad free! By signing up for this email, you are agreeing to news, offers, and information from Encyclopaedia Britannica. By entering your email, you agree to receive marketing emails from Shopify. While participants are responding to a moderator question, the moderator and/or other observers take notes. Start generating more traffic and sales today, Ideas & examples for improving your business, Build a profitable and thriving retail business, Learn everything about running a business. Dual moderator focus group. Although focus groups are a useful means of reflecting individuals’ true emotions and behaviours toward subjective issues, the difficulty in obtaining subjective information from a small number of homogenous participants can result in lower external validity than other research methods. Questions typically are controversial or provocative yet clear, short, and one-dimensional. Research using focus groups began in the late 1930s and became increasingly popular from the 1950s, owing particularly to the use of focus groups in marketing studies. Consumers log into a website using video chat and participate remotely. Formerly referred to as “focused interviews,” focus groups were first used during World War II to assess reactions to radio programming. Corrections? See the full definition for focus group in the English Language Learners Dictionary, Britannica.com: Encyclopedia article about focus group. Two-way focus group. Try Shopify free for 14 days, no credit card required. What is a Focus Group? Online focus groups. Focus groups typically are used to understand how people with common interests feel and think about an issue, a product, a service, or an idea. A trained moderator leads a 30-90-minute discussion within the group that is designed to gather helpful information. Moderators commonly begin with easy general questions and conclude with more-specific questions. Updates? The sample type and size of a focus group is determined by the purpose and nature of the study. Research using focus groups began in the late 1930s and became increasingly popular from the 1950s, owing particularly to the use of focus groups in marketing studies. Please tell us where you read or heard it (including the quote, if possible). Premium Membership is now 50% off! Be on the lookout for your Britannica newsletter to get trusted stories delivered right to your inbox. For towards certain products, services, or concepts. This technique gave rise to focus groups, which have become critical tools for marketers and politicians. Focus group definition is - a small group of people whose response to something (such as a new product or a politician's image) is studied to determine the response … Associate Professor in the Department of Political Science, Texas State University. Focus groups are often conducted behind one-way glass, where researchers can take note of what’s going on. Mini focus groups. Acquiring focus group data can be difficult because of both the spontaneity of respondents and the environment in which a focus group convenes. A focus group is a market research method that brings together 6-10 people in a room to provide feedback regarding a product, service, concept, or marketing campaign. Focus group participants are recruited based on their purchase history, demographics, psychographics, or behavior and typically do not know each other. The moderator’s goal is to hear from everyone and to encourage many different opinions and ideas to be shared. When a representative of the company or product being studied watches or participates in the discussion. Some of these include: In terms of collecting qualitative data from multiple respondents, focus groups are a popular market research tool. Moderators exhibit efficiency of time usage, encourage respondents to reply, and remain cautious when supplying participants with information about the topic or agenda. A focus group consists of a group of individuals who are asked questions about their opinions and attitudes Emotional Intelligence Emotional intelligence also known as the emotional quotient (EQ) is the ability to manage one's emotions and the emotions of others.