Marketing : Focus Group
Assignment 2
Research Objectives (task 1):
• Where does Chevrolet currently sit in the minds of the 18-25 age group?
• What are the connotations of the Chevrolet brand?
• What is the potential to be a ‘cool’ and ‘must-have’ brand?
Instrument 1 – Focus Group
We have decided to conduct a focus group as one of our research instruments because it will collect qualitative data which is relevant for our objectives because we need to find out opinions and ideas which may be difficult to group into close-ended questions. It will consist of 6 participants who are between the ages of 18 – 25 and own a car. The focus group will allow participants to share spontaneous ideas which they are free to discuss because of the semi-structured nature of the instrument; this will reflect what the client asked for in the brief. A focus group is very useful for exploratory research because the group synergy can provide a wide range of information and spark new ideas which can be later researched further with descriptive research.
Focus Group Design
Pre-amble (5 minutes)
• Thanks and welcome
• “We are conducting this research to discover your opinions and ideas regarding particular car brands. Your data will be kept confidential and will be used for research purposes only. There will be no right or wrong answers; we are looking for your spontaneous responses.”
• Do you have any questions before we begin?
Introduction and Warm-Up (5 minutes)
• First Name
• What is the best thing about having a car?
• What is the worst thing about having a car?
Car Usage (10 minutes)
• Which car do you have?
• Why did you choose this car?
• What do you think about this car? Why?
Car Brands (10 minutes)
• Which car brand is the coolest?
• Which car brand is the most 'must-have'?
• What affordable car brands would you associate with being ‘cool’? Why?
• What affordable car
Research Objectives (task 1):
• Where does Chevrolet currently sit in the minds of the 18-25 age group?
• What are the connotations of the Chevrolet brand?
• What is the potential to be a ‘cool’ and ‘must-have’ brand?
Instrument 1 – Focus Group
We have decided to conduct a focus group as one of our research instruments because it will collect qualitative data which is relevant for our objectives because we need to find out opinions and ideas which may be difficult to group into close-ended questions. It will consist of 6 participants who are between the ages of 18 – 25 and own a car. The focus group will allow participants to share spontaneous ideas which they are free to discuss because of the semi-structured nature of the instrument; this will reflect what the client asked for in the brief. A focus group is very useful for exploratory research because the group synergy can provide a wide range of information and spark new ideas which can be later researched further with descriptive research.
Focus Group Design
Pre-amble (5 minutes)
• Thanks and welcome
• “We are conducting this research to discover your opinions and ideas regarding particular car brands. Your data will be kept confidential and will be used for research purposes only. There will be no right or wrong answers; we are looking for your spontaneous responses.”
• Do you have any questions before we begin?
Introduction and Warm-Up (5 minutes)
• First Name
• What is the best thing about having a car?
• What is the worst thing about having a car?
Car Usage (10 minutes)
• Which car do you have?
• Why did you choose this car?
• What do you think about this car? Why?
Car Brands (10 minutes)
• Which car brand is the coolest?
• Which car brand is the most 'must-have'?
• What affordable car brands would you associate with being ‘cool’? Why?
• What affordable car