Discussion Guide Example

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  • Topic: Sri Lanka, SriLankan Airlines, Colombo
  • Pages : 8 (1507 words )
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  • Published : October 11, 2010
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Discussion Guide
Target Audience: (Male/Female/Age etc)
Date: 13th May 2010
Sections:
1. Introduction
2. Warm up
3. Understand customer perception towards the launch of new package by Sri Lankan Airlines 4. Understanding the reactions to the new marketing communication campaign 5. Exit
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7.1. Introduction
(Expected Timing – 10 minutes)
Welcome participants and establish good parameters, before the group begins, conduct the informed consent process, including compensation discussion. 1.
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7.1.
1. Introduction of moderator, the purpose of this research, qualitative methods used, reassurance that the individual is free to base his/her answers on feelings and emotions. Participants in the discussion do not necessarily require any special knowledge and no answers are right or wrong. He/she is also assured of the confidentiality of all information. “Good Morning, Afternoon, Evening, I am Shasheen Hettiarachchi and I am from Synergy Research Agency. Firstly I would like to thank you for taking your time off to take part in this discussion today. As you’re aware we are conducting a study in order to ascertain the perceptions toward the launch of the new package by our airline and the reactions of our communication campaign. I wish to clarify that all information is strictly confidential and all your opinions and views are welcome in order to assist us in providing better and more value added services to our travelers.” 2. Introduce topic

“Today we will be discussing about the airline industry an organization called SriLankan Airlines in particular and about its campaign of launching of a new destination to Milan.” 3. Explain the presence of recording equipment and the purpose of conducting such a process. 4. Explain the importance of everyone speaking up, talking one at a time and that moderator will sometimes need to interrupt discussions to assure that all relevant areas can be covered. 5. Ensure the group that all information and comments will not be linked to a name or one’s identity in any form of analysis of the discussion. 6. Inform the respondents that this focus group discussion will last from one to one and a half hours. 7.2. Warm Up

(Expected Timing 6 minutes)
Firstly, a relaxed

atmosphere should be created amongst participants in order to make them feel comfortable with each other to express their honest opinions while the discussion is carrying out. This will give the start for the discussion and also to understand the respondents’ demographics. “Before commencing the discussion, could you please tell me a bit about yourself? Your name, age, family information, occupation, leisure activities etc.” 7.3. Understand the current perception towards SriLankan Airlines (Expected Timing 25 minutes)

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Understand the current perception of SriLankan Airlines in the minds of the users. “Since we get to know each other, let’s get started on our discussion from now.” 1.
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7.1.
7.2.
7.3.
1. To begin with, could you please tell me which airlines you would prefer for your travelling? 2. Is there a specific reason to choose this airline?
3. Any additional reasons?
4. When you hear the name SriLankan...
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