Author Question: Describe a focus group interview and discuss the advantages and disadvantages of this ... (Read 136 times)

Beheh · **on:** Jun 28, 2018

Describe a focus group interview and discuss the advantages and disadvantages of this technique.

Question 2

The textbook provides an example of how SanDisk improved forecast accuracy by 25, and achieved higher inventory turns and a lower cost structure as a result of implementing
a. a new supply chain execution tool
b. business intelligence tools
c. an advanced planning solution
d. new ERP systems

hugthug12 · **Reply #1 on:** Jun 28, 2018

Answer to Question 1

A focus group interview is an unstructured, free-flowing interview with a small group of people (i.e., 6-10). Focus groups are led by a trained moderator who follows a flexible format encouraging dialogue among respondents. A moderator begins by providing some opening statement to broadly steer discussion in the intended direction. Ideally, discussion topics emerge at the group's initiative, not the moderator's.

Focus groups offer several advantages: they are (1) relatively fast, (2) easy to execute, (3) allow respondents to piggyback off each other's ideas, (4) provides multiple perspectives, (5) offer flexibility to allow more detailed descriptions, and (6) have a high degree of scrutiny.

Some disadvantages are that they (1) require objective, sensitive, and effective moderators, (2) may not be representative of the entire target market, (3) may not be useful for discussing sensitive topics, and (4) are expensive.

Answer to Question 2

c