Question

Customer Insights, Inc. operates a facility that recruits 8 to 10 consumers and screens them on criteria such as relevance to the target segment or usage in a product category. What type of research is Customer Insights, Inc. engaging in?A. focus groupsB. copy testingC. online surveysD. sampling

Answer 1

Answer:

A) Focus groups

Explanation:

A focus group is a specific type of sample. The population sampled is not randomly selected, but conveniently selected. This means, that the participants of the focus group are picked specifically for qualities that the company seeks to evaluate.

In this example, the focus group size ranges from 8 to 10 participants, and each participant is selected depending on whether he or she has a relevant charateristic related to the target market or not.

For example, if the company sells golf clubs, the focus group will probably skew male, older, higher income, and most importantly: golf enthusiast.