Marketing Research

Procedure for Planning and Conducting
Focus Groups | |
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|Cristina Jorro Martínez                                                       |
|Julio Daniel Rueda Rivas                                                     |
|Rosario Álvarez Vázquez                                                       |
|Patricia Martínez Martínez                                                   |
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Determine the objectives and define the problem.

Objetives:

Let people know about Poland, its different places and corners, and its charms.

Attract tourism and increase it.

Problem:

How are we going to accomplish these objectives?

How are we going to show people this in the best way possible?

What are the preferences of the people and what do they expect of Poland.

Specify the objectives of qualitative research:

Understanding of human behaviour and the reasons that govern such behaviour. The qualitative method investigates the why and how of decision making, not just what, where, when.

Why are we going to do this? To get to know the objectives mentioned before.

How are we going to show this to our sample: small number of the population. This is one of the problems we have to solve by the end of the research.

What motivates us to do so? We want to increase tourism and for people to get to know the country. If we accomplish this, the economy of the country is going to increase and we will have the satisfaction to know that we have contributed to do so.

Where? In Poland.... [continues]

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