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Focus GROUPS <br /> Focus group research is a type of customer research conducted by large consumer products <br /> companies. For example,Proctor and Gamble may conduct one to fmd out customer preferences <br /> for items such as dishwashing detergent.In this type of research a trained moderator leads a group <br /> of homogeneous consumers,such as homemakers between 35 and 50 with household incomes <br /> between$20,000 and$50,000,through a discussion about their likes,dislikes and feelings about <br /> the product.The session is taped and analyzed by researchers. <br /> The business development team can also use the basic concept of this research technique as a <br /> quick and inexpensive way to fmd out what specific types of customers are thinking about <br /> downtown.The keys to success are: <br /> • homogeneous groups such as: <br /> o women who have clerical jobs in the downtown county building <br /> o male lawyers in practice for five years or more <br /> o retirees over 65 living in the downtown elderly housing project <br /> o university students; <br /> • small groups—no more than a dozen people; <br /> • a neutral and skilled moderator who makes everyone feel comfortable; <br /> • confidentiality of opinions expressed;and <br /> • a brief written summary of results. <br /> This technique can be used to get the opinions of target groups such as office workers, high <br /> school students, and conventioneers.Invite a group of them to share opinions with you over <br /> coffee. <br /> TELEPHONE SURVEYS <br /> One of the best ways to find out how downtown is doing is to ask the people who should/could <br /> be shopping there—the residents of the trade area.A random telephone survey will provide the <br /> most accurate answers. To generate useful and accurate data the team should consult a <br /> professional for advice, and get samples of surveys from other communities. It will be very <br /> important to compare the demographic profile of survey respondents to that of the trade area.The <br /> closer the two profiles match,the more weight the team can give to the results of the survey. <br /> Things to ask in a random telephone survey: <br /> 1. Profile of customer <br /> • sex <br /> • age <br /> • household size <br /> • household income <br /> • place of residence <br /> -D • place of work <br /> • occupation <br /> 7 STEP BY STEP MARKET ANALYSIS-23 <br />