Final answer:
Focus groups are a form of qualitative research used by Kraft for developing a positioning strategy by exploring participant feedback in-depth. This approach allows for the discovery of nuanced insights about consumer perceptions, as opposed to quantitative research which focuses on numerical data collection and statistical analysis.
Step-by-step explanation:
Focus groups are a method of gathering qualitative research data. They involve in-depth discussions that aim to explore the opinions, attitudes, and feelings of participants concerning a specific product, service, concept, or advertisement. Unlike quantitative research methods, such as surveys, which seek to collect numerical data that can be statistically analyzed, focus groups are more about gaining insights and deeper understanding through conversation.
In the context of Kraft's development of a positioning strategy, the company used the feedback from focus groups to understand the consumer perceptions and experiences with their products on a nuanced level. This type of research can help in making strategic decisions that are responsive to consumer preferences and can often lead to more tailored marketing tactics.
Regarding the value of qualitative versus quantitative research, it largely depends on the research question and the topic being studied. Some areas of study, especially those relating to human behavior and social interactions, may benefit more from qualitative research methods such as focus groups because they help to uncover the meanings and reasons behind actions and decisions.