What Focus Groups Can and Cannot Do: A Reply to Seymour

摘要: In their reply to Seymour, Edward McQuarrie and Shelby McIntyre address the question of advantages disadvantages focus groups as a research technique. They argue that biases incurred with are no greater than those result from any other market technique, but caution polls group members cannot be extrapolated estimate incidence some response in population. What is unique discussions social interaction among respondents. This can help resolve questions occupy attention new products managers. The authors conclude suggestions for empirical which could advance our understanding use groups.