Quantitative data is general information and may need adaptation to be useful to marketing strategists. Several methods of quantitative data collection are useful to international marketing strategists. The focus group is a technique capable of producing the desired results and may be conducted in both traditional and online environments. The focus group is used to explore customers' perceptions, emotions, and decision-making patterns. Focus groups are used by many firms, both small and large, to gather in-depth qualitative data.
Participants are usually of similar socioeconomic backgrounds with similar educational histories.
A homogenous focus group produces ideal results. Several focus groups with vastly different socioeconomic backgrounds are likely to provide input on the same project. A focus group is a highly efficient and relatively inexpensive means of obtaining marketing information. Data collected, however, is not objective, definitive nor diagnostic. Focus groups provide insights with subjective comments and opinions, primary motivations in the marketplace.