Focus Group Video
Introduction
Hope Corrigan suggests a video available from Films Media Group called Focus Groups: Targeting the Market. If you have a favorite, please send it in.
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Date: Thu, 25 May 2006 07:46:35 -0400
From: "Hope.Corrigan" <hope.corrigan@comcast.net>
Suzanne,
I use this short video in Fundamentals of Marketing. Here are the two discussion questions that I use after the video.
- How do companies such as Happy Planet make sure they are collecting valuable information in a Focus Group?
- What other research techniques were used besides Focus Groups to gain a new perspective on consumer behavior?
Focus Groups: Targeting the Market
Focus groups are key to an effective advertising campaign and market dominance. A good focus group can reveal to a company who its real customers are, what they think, and — most important of al l— whether they will buy its product or its competitor’s instead. This concise program looks at how one company, Happy Planet, ran focus groups to discover what its target market thought of its product and then applied the information to restrategize its advertising campaign and revamp the product. (9 minutes)
Item#: BVL30481
Copyright date: ©2002
ISBN Number: 0-7365-4888-2
Hope Corrigan
Department of Marketing, Law and Social Responsibility
Sellinger School of Business and Management
Loyola College in Maryland
4501 North Charles Street
Baltimore, MD 21210
410-313-9654
[See the "Related Content" link below for the original request — ch]