New Product Management

As defined in Merriam-Webster dictionary, focus groups are "a small group of people whose response to a new product" (n.d.). According to Stewart & Shamdasani, focus groups were developed after World War II to assess spectator's "reaction to radio programs" (as cited in Marczak & Sewell, n.d.). Since then, scientist has discovered that marketing studies were constructive in considering how or why individuals maintain particular interest in products. These groups are comprised of four to ten individuals who have a common interest and are willing to share information with a moderator so organizations can obtain relevant data to access a certain topic or issue. Crawford & Di Benedetto suggests that market surveys enable contributors to engage in a dialog more fluidly than if they were being interviewed on a solo basis (117). There are several advantages to representative survey collections, for instance, data is obtained quickly, it is inexpensive, easy to conduct, requires minimum preparation, results are straightforward, and respondents have direct interaction with researchers. The disadvantages are limited control on the information received, analysis is difficult, interviewers must be well trained, and accuracy is indefinite. All things considered focus groups have evolved through the growth of technology which has enhanced marketing research capabilities. Through the use of computers individuals can actively participate in data collection through email, surveys, e-commerce and online analysis.