Answer 4 Questions

Web Exercise 6


Understanding and Reaching Global Consumers and Markets

Focus: Chapter 8

Please watch two videos and please answer the following questions. Make sure you integrate

information from the video and from the lectures into your answers.


Video Link:



Title: How do focus groups work?

1. What is a focus group and why might a company conduct one?




2. What are the downfalls of focus groups?



Title: Online Qual – Best Practices for Mobile Consumer Research

3. How have advances in consumer electronics and information technology impacted the way

many business and market research agencies now conduct marketing research?




4. How does the use of mobile phones in marketing research enable marketers to potentially gain

new insights while at the same time facilitating greater confidence in findings obtained using

traditional approaches?