Focus Group Video Vignette: The History Of Focus Groups

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The “How do focus groups work” video vignette described the history of focus groups, the use of focus groups, a description of a typical focus group, and the potential limitations of focus groups. The summary of the history of focus groups was enlightening because it detailed how sociologist in World War II used what is now known as focus groups to examine the impact military propaganda had on the public. Also, advertising companies recognized the effectiveness of focus groups and utilized focus groups to discover information about people who buy their products. I better understand why advertising companies used focus groups to determine the insights of their customers. For example, Chrysler geared their marketing pitch towards women, and Mattel

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