In a short essay, list at least five applications of focus groups. Include a specific example of each application to support your answer
What will be an ideal response?
Focus group applications include all of the following:
a. Understand consumer perceptions, preferences, and behavior concerning a product category (how consumers select a long distance telephone company and their perceptions of AT&T, Verizon and Sprint).
b. Obtain impressions of new product concepts (consumer response to the iPad).
c. Generate new ideas about older products (new packaging and positioning for Cheer detergent).
d. Develop creative concepts and copy material for advertisements (a new campaign for Diet Pepsi).
e. Secure price impressions (the role of price in consumer selection of luxury cars such as Cadillac, Lexus, Mercedes, BMW, and Infinity).
f. Obtain preliminary consumer reaction to specific marketing programs (General Mills' instant coupons for Cheerios).
g. Interpret previously obtained quantitative results (the reasons for the 5.6 percent sales decline of Vanderbilt perfume).
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