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Essay / Research Paper Abstract
This 8 page paper looks at the use of focus groups and postal questionnaires in market research, considering the advantages and disadvantages of the different methods. The paper then presents a sample questionnaire suitable to be used by the automotive industry to assess desirable characteristics of cars and after sales service. The bibliography cites 3 sources.
Page Count:
8 pages (~225 words per page)
File: TS14_TEfocusg.rtf
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Unformatted sample text from the term paper:
the existing products meet the needs of the target market, and is also important for the way that new products are designed. Where a company is able to access the
target market needs and meet them in a manner better than any competitors, there is the potential of using the knowledge and the way that customer needs are satisfied in
order to create a competitive advantage (Mintzberg et al., 2008). For products that require high-level expenditure and a high level of commitment from the consumers making the purchase it may
be argued that the importance of research increases when compared to lower cost items (Kotler and Keller, 2008). Therefore, it is not surprising the, you factors made large investments in
research and development. Research may be undertaken in a large number of manners, two potential approaches include the use of focus groups and postal questionnaires. Each has advantages and disadvantages
which can be considered individually. There two different types of research; qualitative and quantitative. The qualitative approach makes use of only a few respondents and has the potential to collect
in-depth information from a narrow sample, such as with the use of focus groups. By comparison, the quantitative approach cannot gain such in-depth results but the style of the approach
which generally asked a number of relatively simple questions is suitable to be used across a large sample, so that there are many answers. A focus group is a qualitative
approach, this will usually utilize a meeting that is operated by the market researchers posting a group of people which is representative of the target population. The focus group format
will usually be in the form of a guided discussion, guided by the facilitator. This approach has a number of major advantages over any quantitative methods, the principle benefit is
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