The research objective was to determine which direction Trader Joe’s should take in its advertising to appeal to college students. Target Market
The main target market considered is the current college students between the age of 17 and 30. Since this category is fairly broad, we segmented it further by limiting participants to only those who personally do the grocery shopping for their household at least once a month. These requirements will ensure realistic and usable results, because only supermarket college student shoppers are interviewed, when deciding on an advertising direction. Screener Questions
Below is a blank copy of the screener used to determine who would be eligible for the focus groups, as well as the in-depth interviews.
Focus Group and In-Depth Interview Screener
Hello! We are conducting a market research survey about supermarkets. We are students at Cal State University Northridge and are enrolled in MKT 348 – Consumer Behavior.
1. Are you or anyone in your immediate family employed by any of the following? (CIRCLE ALL THAT APPLY)
b. Advertising Agency TERMINATE c. Grocery Store TERMINATE d. Market Research Company TERMINATE
2. How old are you?
a. 13 – 16 TERMINATE b. 17 – 21
c. 22 – 30
d. 30 or older TERMINATE
3. Choose the best that categorizes you.