Question

In Singapore, Coca-Cola wanted to develop an advertisement program. They selected a group of teenagers in a room, and a trained moderator facilitated discussion asking questions on brand's image, advertisement, social trends, TV watching habits, and snack usage. This type of research is called:

1) survey research
2) observational studies
3) comparison studies
4) focus group research
5) experimental research

Answer 1

Coca-Cola's study involving discussions with teenagers about the brand's image and related topics is a form of focus group research, which is a qualitative research technique used for in-depth data collection. The correct option is 4.

Step-by-step explanation:

In the example given, Coca-Cola conducted a research study with a group of teenagers to discuss the brand's image, advertisement strategies, social trends, TV-watching habits, and snack usage.

This type of research where a small, demographically diverse group of people are interviewed in a structured setting is known as focus group research. The trained moderator's role is to guide the discussion, ensuring that the conversation stays on topic and that all participants have an opportunity to provide input. Unlike surveys or observational studies, focus groups allow for in-depth discussions and can uncover insights that may not emerge from other forms of research.

Furthermore, they are particularly useful for generating new ideas, understanding consumer feelings and perceptions, and for exploring complex behaviors and motivations.