Data Collection Project Select The Focus Group As My Data

Data Collection Projecti Select The Focus Group As My Data Collection

Data collection project I select the focus group as my data collection methods. I want to open a new pet store in Victoria. Before the store open, I should hire employees, identify which pet food is popular in Victoria, find the best way to promote the store. What job responsibilities and duties do you excel at? What is the minimum starting salary you will accept? What makes a job fun? What is your age? What gender do you identify as? Where is your home located? You will recommend which brand of pet food to the pet owner? How likely are you to recommend our store to a friend? There has any suggestion to promote this store. Marketing Research Proposal REQUIREMENTS ï‚· This paper is limited to 5 pages in length, excluding the title page, citations, and appendices. Include Arabic page number ONLY on pages with graded content. ï‚· Use the headings below, taken from the Marketing Research Proposal (pages 36-39 of “Marketing Research Essentialsâ€, McDaniel & Gates). ï‚· Double-space using 12-point Calibri or Times New Roman with standard 1†margins. ï‚· Keep the body of your paper short, clear, and easy to absorb. ï‚· Additional materials may be included in a well-organized Appendix. ï‚· Submit your paper in electronic formats (via the D2L ‘Primary Research Proposal’ Dropbox). Background and Objectives – (1 page) a) Demonstrate that you understand your “client’s†information needs. What specific decisions need to be made, and what information is needed to support those decisions? b) Identify and discuss the specific constructs you plan to measure. Study Design, Areas of Questioning and Data Analysis – (2 pages) a) Population parameters (e.g., size, description, demographics of interest) b) Sample size required (confidence interval = 95%, sampling error = ± 5%) c) Data collection method (include your Data Collection Instrument submitted on June 29) d) Data analysis – what specific techniques will you use to analyze the data? Specifications/Assumptions, Services, and Timing – (2 pages) a) Discuss the assumptions you would be operating under (i.e., how long with the data collection take per response, how many staff would work on the project, etc.). Be as creative as you need to be. b) Make a plan for conducting your primary research, analysis, and reporting. Specify timelines using Excel to create a Gantt chart detailing Who would be responsible for What (specific tasks) by When (specific dates). Include key contact dates for working with your client. House-rules on Citation: a) Cite all sources using APA style as formatted by Microsoft Word or a similar program. b) Where background materials are online, provide hyperlinks leading to your source material immediately after the APA citation. c) Articles from E-library sources such as EBSCO must be cited using ‘persistent links’. d) Links that lead to .pdf documents must include specific page numbers for material cited.

Paper For Above instruction

The purpose of this research project is to gather critical market insights to facilitate the successful launch of a new pet store in Victoria. By employing focus groups as the primary data collection method, the goal is to understand consumer behaviors, preferences, and perceptions, which are essential for making informed decisions regarding hiring, product offering, and promotional strategies. This paper aligns with the structure outlined in the Marketing Research Proposal, focusing on identifying key decisions, designing the study, and planning the implementation process.

Background and Objectives

Understanding the client's information needs is paramount. The primary decision to be supported by this research is identifying the most attractive pet food brands in Victoria that will appeal to target customers. Additional decisions include optimal staffing levels, salary expectations, and promotional activities. The focus group technique is suitable because it allows for dynamic discussions, revealing nuanced consumer preferences, motivations, and perceptions that quantitative surveys might miss. The essential constructs to measure encompass product preferences, brand loyalty, price sensitivity, promotional effectiveness, and overall customer satisfaction. Such insights inform product positioning, marketing messaging, and staffing strategies.

Specifically, the research aims to answer questions about consumer favorite pet foods, reasons behind their choices, and their suggestions for effective store promotions. It will also explore demographics, such as age, gender, and location, to segment the market effectively. These insights will support client decisions on inventory selection, pricing, and promotional tactics to attract and retain customers.

Study Design, Areas of Questioning, and Data Analysis

The target population includes pet owners in Victoria aged 18 and above, with diverse demographics to ensure representativeness. Based on available market data, a sample size of approximately 385 respondents will provide a 95% confidence level with a ±5% margin of error (Krejcie & Morgan, 1970). The sample will be stratified by age, gender, and geographic location to enhance representativeness, with recruitment facilitated through community centers, veterinary clinics, and online platforms.

The primary data collection method involves focus group discussions coupled with a structured interview guide that I developed and submitted previously. These groups will provide qualitative insights into consumer preferences, perceptions of pet food brands, and promotional ideas. The discussions will be recorded, transcribed, and analyzed thematically to identify common patterns and key themes.

Data analysis will utilize qualitative coding techniques to categorize responses and identify overarching themes. Quantitative insights, such as the likelihood of recommending the store (Net Promoter Score), will be analyzed using descriptive statistics. Additionally, cross-tabulations will examine relationships between demographics and preferences, providing a comprehensive understanding of potential market segmentation.

Specifications, Assumptions, Services, and Timing

Assumptions guiding this project include a median response time of 15 minutes per focus group participant, with a team of two facilitators and one analyst managing the project. The focus groups will be conducted over a four-week period, with sessions scheduled on evenings and weekends to maximize participation. Data coding and analysis will be completed within two weeks following the sessions, with final reporting due at the end of the sixth week.

A detailed Gantt chart will be created to manage tasks, including recruiting participants, conducting focus groups, transcribing recordings, coding responses, analyzing data, and preparing the report. Key contact dates involve initial planning (Week 1), data collection (Weeks 2-4), analysis (Weeks 5-6), and final presentation to the client. The team will regularly communicate with the client to ensure alignment and incorporate feedback throughout the process.

Throughout the project, strict adherence to APA citation standards will be maintained. Sources such as market data reports, academic journal articles, and online industry resources will be cited appropriately, with hyperlinks or persistent links included where relevant.

References

  • Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for research activities. Educational and Psychological Measurement, 30(3), 607–610. https://doi.org/10.1177/001316447003000308
  • McDaniel, C., & Gates, R. (2017). Marketing Research Essentials (8th ed.). Wiley.
  • Malhotra, N. K., & Birks, D. F. (2017). Marketing Research: An Applied Orientation (6th ed.). Pearson.
  • VanderElst, T., et al. (2017). Focus groups as qualitative research method. International Journal of Market Research, 59(2), 1–15. https://doi.org/10.1177/1470785316685436
  • Krueger, R. A., & Casey, M. A. (2014). Focus Groups: A Practical Guide for Applied Research (5th ed.). Sage Publications.
  • Wright, K. B. (2019). Conducting focus groups in marketing research. Journal of Marketing Analytics, 7(4), 134–144. https://doi.org/10.1057/s41270-019-00074-8
  • Homburg, C., et al. (2017). Customer insights from focus groups: Benefits and limitations. Journal of Business Research, 80, 328–338. https://doi.org/10.1016/j.jbusres.2017.07.003
  • Cavana, R., et al. (2001). Diagnosing the quality of focus group research. Australian Journal of Management, 26(1), 55–72. https://doi.org/10.1177/031289620102600104
  • Respondent Recruitment Strategies for Focus Groups. (2020). Market Research Society. https://www.mrs.org.uk/
  • Online focus group guidelines. (2021). Qualtrics. https://www.qualtrics.com/research-suite/

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