. Some researchers
believe consumers have been so bombarded with ads, they unconsciously
(or perhaps cynically) parrot back what they’ve already heard instead
of what they really think. There’s always a concern that participants
are just trying to maintain their self-image and public persona or have a
need to identify with the other members of the group. Participants also may
not be willing to acknowledge in public—or may not even recognize—their
behavior patterns and motivations. And the “loudmouth” or “know-it-all”
problem often crops up when one highly opinionated person drowns out the
rest of the group. Getting the right participants is crucial, but it may be expensive
to recruit qualified subjects who meet the sampling criteria ($3,000
to $5,000 per group).