PREPARED BY: RONA JOY T.

INIBA
What is the formula for MARKET
VOLUME?
NUMBER OF TARGET CUSTOMERS x
PENETRATION RATE
What is the other word for
PENETRATION RATE?
MARKET SHARE
It is the number of customers going
inside the store.
TRAFFIC COUNT
It is the number of individuals in
certain market who are the potential
buyers/ sellers of a product or service.
MARKET SIZE
Compute the MARKET VALUE.
Market Volume: 500,000 customers
Average Value: 250
MARKET VALUE = 500,000*250
= 125 Million
FOCUSED GROUP
DISCUSSION (FGD)
OBJECTIVE

To build focused group

discussion in developing
target market
March 05, 2018
Monday
WHAT IS
FGD?
 FOCUSED GROUP DISCUSION

FGD is a good way to gather

together people of common
backgrounds/ experiences to
discuss a specific topic of
interest.
Can we use FGDs to develop the best
quality for our product? How?
The group of participants is
guided by a group facilitator who
moderate topics for discussion
and help the group to participate
in a lively and natural discussion.
HOW IS FGD BEING
CONDUCTED?
1. Consist of six to twelve (6 to
12) people who have some
similar characteristics of interest
to the marketer.
2. The FGDs are conducted in
meeting room (mostly with one
way mirror) under relaxed
atmosphere.
3. It is usually taped (audio or
video) for subsequent (
happening after something else)
analysis.

4. The moderator’s personality

must be non-threatening.
5. The discussion follow an
outline agreed upon in advance
with the client but with flexibility
for the moderator to pursue
relevant insights.
6. It usually lasts between an
hour to two.
 USEFULNESS OF FGD

1. Explore the meaning of survey

findings that can not be
explained statistically.
2. Explore the range of opinions/
views on a topic of interest and
to collect a wide variety of local
terms.
When did the
FGD begin?
WORLD WAR II
(1939-1945)
»Was used to examine the
effectiveness of
propaganda
» Ernest Dichter,
psychologist and
marketing expert, coined
the term “focus group”.
FGD enables marketer to
understand his customer
better.
BPI EXPRESS CASH CARD
A comment of one of the
participants was noted and
adapted as their positioning slogan
“Pay in cash with the card you can
flash.”
Who coined the term FOCUS
GROUP?
ERNEST DICHTER
FGD is consisting of how many
people?
6 to 12 people
FGDs are generally ________
for subsequent analysis.
TAPED (AUDIO/ VIDEO)
FGD is a good way to gather
together people of ________ to
discuss a specific topic of
interest.
COMMON BACKGROUND/
EXPERIENCES
The moderators personality
must be ________ .

NON-THREATENING
March 06, 2018
Tuesday
 WHAT ARE THE
SCENARIOS IN FGD?
1.Facilitating FGDs are to
ensure even participation.
2.Careful wording of the key
questions.
3. Maintaining a neutral
attitude and appearance.
4. Summarizing the session
to reflect the opinions
evenly and fairly.
5. A detailed report should be
prepared after the session is
finished.
6. Any observation during the
session should be noted
and included in the report.
7. FGDs can also be done
online.
1. A group of people are asked
about their perceptions,
opinions, beliefs, and attitudes
towards a product, service,
concept, advertisement, idea or
packaging.
2. Questions are asked in an
interactive group setting
where participants are free
to talk with other group
members.
1. The interview is conducted
in an informal and natural
way where respondents are
free to give views from any
aspect.
2. Generally the discussion
goes from overall impression
of a brand/ product category
and becomes more specific
as the discussion progress.
1. To gather respondents from
various locales throughout
the country since attitudes
about a new product may
vary due to geographical
considerations
VARIANTS OF FOCUS
GROUPS
1.TWO-WAY FOCUS GROUP
The one focus group watches
another focus group and
discuss the observed
interactions and conclusion.
2. DUAL-MODERATOR FOCUS
GROUP
The one moderator ensures the
session progresses smoothly,
while another ensures that all
the topics are covered.
3. DUELING MODERATOR FOCUS
GROUP
The two moderators deliberately
take opposite sides on the issue
under discussion.
What are the different uses
of FOCUS GROUP?
1. As a Qualitative Research
2. A Tool in an Interview
3. A Marketing Research
The moderator must maintain a
______ attitude and appearance
in FGD.

NEUTRAL
What are the variants of FOCUS
GROUP?
1.TWO-WAY FOCUS GROUP
2.DUAL MODERATOR FG
3.DUELING MODERATOR FG
MODIFIED TRUE OR FALSE
FGD can only be done inside a
room with a one way mirror.
FALSE
It can also be done online.