Final answer:
A focus group, typically consisting of 12-15 participants, is a tool used to gather insights for strategic planning and implementation in a firm. Its effectiveness depends on the selection and engagement of participants and can be compromised if the participants' experiences limit their contributions.
Step-by-step explanation:
A focus group indeed consists of a small number of participants, usually around 12-15, who engage in a discussion about a specific topic. The purpose of this group discussion is to gain insights that feed into strategic planning and implementation for a firm. This approach is particularly useful when a company wants to understand the reactions and opinions of a representative segment of the public or a targeted group, such as undecided voters or service recipients. The information gathered from a focus group can guide decision-making and the refinement of strategies, campaigns, advertisements, or services.
However, the effectiveness of a focus group can be influenced by various factors, such as participant selection, the setting of the discussion, and the facilitation style. As demonstrated in the mini-case study, previous experiences of participants with similar agencies could limit the range of their contributions. Therefore, when conducted well, with a properly selected and engaged group, focus groups can be a powerful tool for gathering qualitative data that influences firm strategies.