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Work Individual 1 WEEK #5 Individual Work Advertising - 1 MAR 2320 Professor Kingly Marquese Gilliam February 16, 2013 Individual Work 1 What aspects of ZMET and focus groups are similar? How do they differ? A focus group is a diverse group of people brought together to participate in a guided discussion about a particular product before it is introduced to a larger group of individuals. On the other hand the ZMET technique is used to stimulate a persons consciences and unconscious mind about a product through imagery. It is a technique that is used in research to tell a story or put pictures into words. So, how they are similar would be that both techniques involve people, both techniques will cause people to give a response as to how or what the product means to them, both techniques are geared towards stimulation of the mind, and lastly, both techniques are graded by the participants at the end. Now on the other hand they differ because the ZMET usually has the group to capture their feelings in a picture and the study groups are usually given a product to stimulate a response. Focus groups are usually performed by a diverse group of people whereas the ZMET can be performed by the same group of people or just an individual. What particular features of ZMET could foster a richer understanding of consumers motives than is typically achieved with focus groups? There are several features that could foster a richer understanding of consumers motives other than the typical focus groups and one particular feature of ZMET that could foster a richer understanding of consumers motives would be that this method is able to show forth and represent their feelings and thoughts in a fuller manner when responding to stimuli presented by the researcher. Also, with the ZMET you will find that there are several levels that are administrated for surfacing and exploring customers key thoughts and feelings. There are also various techniques that are in used every step to help the consumer reflect upon and explain their thinking. With each step a different window is provided for identifying and understanding Individual Work 1 metaphors, which allows for gaining a deeper understanding of the consumers thoughts and feelings. Explain how focus group research could lead to inappropriate generalizations about the preferences of the target audience. Focus groups research could lead to inappropriate generalizations about the preferences of the target audience because generalization is so broad and wide open and cant be defined to a particular group or person. One limit that has been discovered in generalization with focus groups would be the method in which the question is asked. Because there is no standard it would be difficult to take one groups opinion or discussion and make it law or generalize it. It could be that one group is thrown ideal by a participant from a different aspect and another group dealing with the same thing never even gets to chance to discuss the same idea. Although, the idea is equally relevant for any member or each group just that one aspect or question can change the whole group dynamics, and the composition of the group can influence what the participants speak during the different group settings. Therefore, given the information stated above we very well could have had different group compositions and varied results. There can always be an exception to any case when quantitative data is the goal of the research but it might still be better employ focus groups if there can be a true stability shown. The way I view focus groups and the strength within them would be the fact that focus groups can show evaluations and different approaches that exist in the targeted population and a deeper and differentiated characterization of each phenomena. Whether you are building a theory or formulating analogical generalizations a focus group could be your answer. ... View Full Document

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