MKT 571 Week 1 Qualitative Focus Group Research Discussion Guide

Select a local company and one of its products or services.

Create a 1,400-word Discussion Guide for your selected product or service to be used during the course of a Focus Group that researches your product or services target market. In your plan, be sure to do the following:

Identify a problem or opportunity that may be facing that product or service. Identify a primary target audience for that product or service in terms that relate to the audience's demographics, needs, or preferences as those relate to the product or service, and behaviors related to the category of or the specific product or service. The better you define them, the better the screener will be at recruiting the right people for the focus group. Develop one overarching goal for the research. Develop a discussion guide/script or exercises that will elicit the information needed to address your informational goal. Questions should be open-ended to encourage dialogue among the focus group participants.

Format the assignment consistent with APA guidelines.

Click the Assignment Files tab to submit your assignment.