In this assignment, you will complete a second piece of qualitative research, a focus group, following the steps discussed in Topic 5. Again, the objective of your research is to refine your marketing research problem and research design and to collect information to address the marketing research problem.
Refer to the six steps in the procedure for conducting a focus group presented in Figure 6.5 on page 152 of your textbook and the discussed details in Topic 5. This is the process that you will use to prepare, conduct, and report on your focus group. The text materials and the activities in this module are excellent preparation for this activity.
In a report of approximately 1,500 words, describe the results of your focus group research and its implications for your marketing problem definition and your research design. As a guideline, use the structure of the Research in Action topline report on pages 156 and 157 of your textbook.
Your report must include the following sections:
You do not need to include the signed informed consent forms, nor a transcript/ recording of your focus group. You may want to record the session (with the permission of the participants), but make it clear that this is for a school project. Invest your time in carefully considering what is meant, rather than what is said.
Also, be mindful that focus groups are used to present qualitative, not quantitative data. It is not very meaningful to say that “forty per cent of participants believed …” when you only have six participants in the room. Keep your observations focused on insights and general comments, not numbers.
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