You Have Recently Been Hired By An Advertising Agency As Its

You Have Recently Been Hired By An Advertising Agency As Its Marketing

You have recently been hired by an advertising agency as its marketing research director. In making a presentation to a medical practice in the evening for a web-strategy campaign, the discussion turns to some research the ad agency has proposed presenting to the group. The medical practice is a rather large group covering western Virginia and eastern Tennessee with 12 satellite clinics and two ambulatory surgery centers, one in each state. The agency has decided to conduct four virtual focus groups. As you outline how these will be conducted, a physician introduces himself and says, “I was a math major in college, a statistics major actually. How can we rely on four focus groups made of not too many people and base our approach to mount a campaign and build a strategy for our group? How many people would we survey in a statistical, quantitative survey? I am not comfortable with this. You won’t even be seeing these people face to face.” He then sits down as some of his partners nod in agreement. Provide rationale.

Paper For Above instruction

In marketing research, selecting an appropriate methodology is essential to obtaining valid, reliable, and actionable insights, especially when developing a strategic campaign for a large and geographically dispersed medical practice. The concern raised by the physician highlights two fundamental issues: the validity of qualitative focus groups with limited participants and the appropriate sample size for quantitative surveys. Understanding these concerns requires a discussion of both qualitative and quantitative research strategies, their purposes, strengths, and limitations, and how they complement each other in a comprehensive research approach.

Focus groups are a qualitative research method aimed at exploring perceptions, attitudes, and motivations. They typically consist of 6 to 12 participants, and their primary purpose is to generate in-depth discussions that reveal underlying themes, beliefs, and attitudes. When conducted virtually, focus groups can be highly effective, especially when logistical and geographic constraints prevent face-to-face interactions. While the sample size is small, the qualitative nature of the research provides rich, contextual insights that help shape initial understanding, identify key messages, and test perceptions before larger-scale quantitative testing.

The physician’s concern about relying on only four focus groups with limited participants is valid but can be addressed by understanding the purpose of qualitative research: depth over breadth. These sessions are not meant to produce statistically representative data but to uncover themes, clarify perceptions, and refine messaging strategies. Small, well-conducted focus groups can be highly informative when the goal is to explore different stakeholder perspectives, especially if these groups are strategically selected to represent diverse segments within the larger population.

Moving to the quantitative side, the survey research aims to statistically generalize findings across the entire population of the healthcare practice’s patients, staff, or other stakeholders. Determining the appropriate sample size depends on factors such as the desired confidence level, margin of error, and the total population size. For large populations, the sample size can range from a few hundred to over a thousand respondents to ensure representativeness and statistical validity.

For example, with a population of several thousand or more, a sample size of approximately 384 respondents can achieve a 95% confidence level with a 5% margin of error, according to standard sampling calculations (Cochran, 1977). Larger samples increase precision but also entail higher costs and logistical considerations. Therefore, strategic sampling and proper questionnaire design are critical to obtaining meaningful, statistically valid insights that can guide decision-making.

Combining qualitative and quantitative research provides a comprehensive picture. Focus groups help identify key issues, test messaging, and understand nuanced perceptions, while surveys quantify those insights and estimate their prevalence. This mixed-method approach ensures that the campaign strategy is both grounded in deep understanding and supported by statistically robust evidence, reassuring stakeholders like the skeptical physician that the research is credible and thorough.

In conclusion, the small number of focus groups is sufficient for qualitative exploration when carefully designed and executed, especially given that their purpose is to inform the development of survey instruments and strategic direction. The appropriate sample size for the survey will depend on the total population size and the desired confidence level but generally involves several hundred responses for reliable generalization. Integrating qualitative insights with quantitative validation provides a balanced, credible foundation for crafting effective marketing strategies for the large medical practice.

References

• Cochran, W. G. (1977). Sampling Techniques (3rd ed.). John Wiley & Sons.
• Krueger, R. A., & Casey, M. A. (2015). Focus Groups: A Practical Guide for Applied Research. Sage Publications.
• Malhotra, N. K., & Birks, D. F. (2017). Marketing Research: An Applied Approach. Pearson Education.
• Patton, M. Q. (2015). Qualitative Research & Evaluation Methods. Sage Publications.
• Fodness, D. (2014). "Defining and Using Sample Sizes in Market Research." Journal of Business & Economic Research, 12(4), 45-56.
• Graziano, A. M., & Raulin, M. L. (2013). Research Methods: A Process of Inquiry. Pearson.
• Verschuren, P., & Doorewaard, H. (2010). Designing a Research Project. Eleven International Publishing.
• Moser, C. A., & Kalton, G. (2017). Survey Methods in Market Research. Wiley.
• Yin, R. K. (2018). Case Study Research and Applications: Design and Methods. Sage Publications.
• Bryman, A. (2016). Social Research Methods. Oxford University Press.