Focus group Assignment Example | Topics and Well Written Essays - 500 words

Focus group - Assignment Example This paper however used extensively qualitative data from primary sources. By definition, a focus group is a research in which qualitative data is obtained from a small group of people usually between 4 and 15 (Litosseliti, 69). The people in the group are asked about their opinions, attitudes, beliefs and perceptions towards a concept, a service or a product. Since the purpose of this research is to evaluate the Extra Gum with respect to why it is a popular gum and the peoples beliefs about chewing the gum, a focus group therefore appears to be the best way to go about the inquiry (Stewart, 51). This research used primary data from five participants from the engineering departments. The participants were conveniently selected to participate. All of them signed a consent form before engaging in the research. They were all above the age of 18 years with the range of their ages being between 23 years and 36 years. The results obtained from the focus group indicate that all the participants liked chewing gum. Further, all of them liked Extra Gum due to its many flavors (60%) and long smell time (40%). Regarding the shape of the gum, it’s simple and attractive shape was the most likable characteristic of the gum being indicated by 4 of the five participants. From the perspective of the focus group, all the participants indicate that Extra gum faces competition majorly from Mentos. Its major quality that keeps it competitive is the wide area of the breath smell when chewing the gum which was indicated by 4 of the 5 participants. Using wrap gum appeared to be less popular that using can gum with a 2:5 popularity ration between them. All the participant consumers did not mind the price of the gum, but the place of manufactured mattered to all the participants. With 4 of the 5 participants indicating that the gum need change, their advice is varied. Three of the participants suggest that providing wraps that can be used when getting