Qustion 7.10 Essay Example | Topics and Well Written Essays - 500 words

Qustion 7.10 - Essay Example The rise of technology has enhanced communication across the world. In addition, the cost of internet has fallen down. The use of focus groups can be implemented by embracing video-conferencing, telephone calls and online interviews. Pepsi can use all the three avenues to reach more participants. Video-conferencing has emerged as a major channel for communication across international markets. As a result, people can communicate from different parts of the world. The approach would also enable the market research team at the global office to collect important data that would reveal significant information about the issue. Focus groups provide a great opportunity to generate honest feedback from the audience (Warner, 2014). The video recordings can be analyzed to examine the facial expressions of the participants. Although the cost of video-conferencing equipment is relatively high, it is easy to set up. Furthermore, it can enable the marketers to reach a wide reach of customers in dif ferent parts of the world. However, Pepsi will have to create an effective action plan for implementing this qualitative research methodology. Besides selecting qualified and experienced partners, it needs to select an appropriate sample size. Focus groups are usually limited in number. They usually involve six to twelve participants (Bryman & Bell, 2015). The organization can interview three different focus groups in each market. In addition, it should pay attention to the demographic and cultural factors. The participants must be diverse. Demographic and cultural factors influence consumer behavior (Lamb, Hair, & McDaniel, 2012). They should also have the ability to respond to the questions effectively. The organization may have to hire translators in order to communicate with participants who do not speak English. It is important to remember that transparency and accountability are