What Are Focus Groups & How Do They Work?什么是重点群体和他们如何工作？

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Businesses and other organizations use focus groups to research consumer and public opinion concerning a variety of issues.企业和其他组织利用焦点团体，以研究消费者和公众舆论的各种问题。 Corporations look to focus groups for general help in selling their products to the world at large instead of any type of direct marketing efforts.公司期待着重点群体的一般帮助出售其产品在世界上不是任何类型的直接营销方面的努力。

Focus groups are usually conducted by Market Research companies.焦点团体通常是进行市场调研公司。 Market research companies are hired by the big corporations such as Coca-Cola and Nestle.市场研究公司雇佣的大企业，如可口可乐公司和雀巢。 The reason they do this is because the market research companies have the experience and expertise to make sure the focus groups are accurate and unbiased.他们之所以这样做，是因为市场研究公司的经验和专门知识，以确保重点群体的准确和公正的。 If the corporations did this themselves they may not get impartial information and could make mistakes costing them millions of dollars (not to mention their jobs!)如果这个企业没有自己，他们可能没有得到公正的信息，可以使他们的错误成本数以百万计的美元（不提及他们的工作！ ）

So from here on out, when I talk about companies that conduct focus groups, I am referring to market research companies.因此，从这里开始了，当我谈论公司进行重点群体，我指的是市场研究公司。 These will be the companies whom you will contact, register with, and get paid from.这将是公司的人你会接触，登记，并获得支付。 This is VERY important for you to remember.这一点非常重要，你要记住。

OK, so what kinds of focus groups exist?确定，所以什么样的重点群体存在吗？ Well, generally there are two types: Offline and Online.那么，通常有两种类型：在线和离线。

Offline离线

These are small, roundtable discussion groups on topics ranging from the latest features on internetworking hardware to new flavors of ice cream.这些都是小国，圆桌讨论的议题团体，从最新功能的互联硬件，新口味的冰淇淋。 They usually involve about 10 participants plus the group leader or moderator.他们通常涉及约10人参加加上小组组长或主持人。 Each session usually lasts about 2 hours and the discussion is "focused" on a particular topic, about which group members share their opinions.每次会议通常持续约2小时的讨论是“重点”就某一专题，这是小组成员分享他们的意见。 An honorarium of $40-$80 for time and effort is very common.酬金为40 -8 0美元的时间和精力是非常常见的。 It is not unusual for observers from the client corporation to watch the group in action.这是不寻常的观察员从客户端看企业集团的行动。

In focus groups, unlike telephone surveys, people can be shown products or ads and can be given an opportunity to express how they feel and what they think in a normal, conversational setting.在重点群体，不同的电话调查，人们可以表明产品或广告，并可以有机会表达他们如何感受，他们认为在一个正常，会话设置。 As a research method, the use of focus groups is less about statistics and numbers and more about qualitative matters such as whether people find an ad humorous, and why they find it humorous, or if people believe a product is appealing and why they think so.作为一个研究方法，利用焦点团体是不足有关统计数据和号码和更多的质量问题，如人们是否找到一种幽默的广告，为什么他们认为幽默，或者如果人认为产品是吸引力，他们为什么这么认为。

Online在线

Online focus groups are a cost effective alternative to conventional "face-to-face" focus groups.网上重点群组是一个符合成本效益的替代传统的“面对面”的重点群体。 Online focus groups generally invite 8 to 10 people to join for a specified period of time (90 minutes to two hours) in a specialized chat room.网上重点群组普遍邀请8至10人加入了一段规定的时间（ 90分钟到2个小时）在一个专门的聊天室。 This controlled environment allows participants to view text, graphics, sounds/jingles, video or multimedia for evaluation and testing.这种控制的环境让与会者认为文字，图形，声音/歌曲，视频或多媒体进行评价和测试。 It is not uncommon for observers from the client corporation to watch the group in action and send private messages to the co-moderators as the group is progressing.这是不寻常的观察员从客户端看企业集团的行动，并发送私人邮件的共同主持人作为该集团正在取得进展。

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