In a focus group discussion (FGD), moderator asks questions, then respondents give their opinion in verbal and written answers. Sometimes, moderators may provide collection of pictures for respondents to select. It may provide some more insights to marketing researchers. A focus group discussion helps marketing researchers much in getting insights, however, there are many limitations they must consider.

1. Focus Group Discussions – A Key Method For Marketing Researchers
There are two types of
group interview
studies. One is nothing
more than a question
and answer session:
the group moderator
asks questions and the
respondents give
verbal or written
answers. A second
type is the focus group
interview, where a
group of people (8-12
people) are led through
an open, in-depth discussion by a group moderator. The moderator’s objective is
to focus the discussion on the relevant subject areas in a nondirective manner.
Such interviews can be used to develop hypothesis in the planning or qualitative
stage of the marketing research process. The in depth interviews provide a basis
for the development of additional research. They may be useful as a source of new
and fresh ideas for new products and services, advertising themes, packaging
evaluations, and the like.
Focus group interviews can be effective research tools in many types of marketing
decision situations, The examples given here illustrate the usefulness of the
technique in three distinct decision areas:
 Pricing and advertising
 A new product
 New packaging
Advantages & Limitations:
There are some situations that focus group discussion is a desired research
method:
 Consider Focus Groups when there is a power differential between participants
and decision makers
 Consider Focus Groups when there is a gap between professionals and their
target audiences
 Consider focus groups when investigating complex behavior and motivations.
 Consider focus groups to learn more about the degree of consensus on a
topic.
 Consider focus groups when you need a friendly research method that is
respectful and not condescending to your target audience.
However, in some situations, focus group discussion sometimes is not a desired
research method for researchers:
 Do not use focus groups when the primary intent is something other than
research

2.  Do not use focus groups when a group discussion is not an appropriate forum
 Do not use focus groups when the topic is not appropriate for the participants
 Do not use focus groups when statistical data is required
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Compiled by AMR Group (Marketing Research In Vietnam – Nghien Cuu thi truong
Viet Nam) on 2014
Source: David Morgan & Richard A. Krueger
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