Assessment of Skills and Knowledge(ASK) in Fundamental Marketing Concepts Practice Test

What is a primary disadvantage of the focus-group method for data collection?

1. It fails to reveal attitudes or motives

2. Focus groups are difficult to design for marketing purposes

3. Strong personalities can "take over" the group

4. It raises concerns about privacy

The correct answer is: Strong personalities can "take over" the group

The primary disadvantage of the focus-group method for data collection is that strong personalities can dominate the discussion. In a focus group setting, the dynamics between participants can significantly influence the quality and representativeness of the data collected. When individuals with strong opinions or assertive communication styles take control of the conversation, it can lead to an imbalance in participation. This means that quieter or less assertive participants may not feel comfortable sharing their thoughts, which can result in valuable insights being overlooked. As a result, the data gathered may not accurately reflect the views of the broader target audience, potentially skewing the analysis and conclusions drawn from the focus group. This issue highlights the importance of careful facilitation and structured approaches to ensure that all participants have an opportunity to contribute to the discussion, thereby enriching the data collected.