Qualitative Focus Group Research Discussion Guide Grading

Qualitative Focus Group Research Discussion Guide Grading Guidemkt571

Qualitative Focus Group Research Discussion Guide Grading Guidemkt571

Qualitative Focus Group Research Discussion Guide Grading Guide MKT/571 Version Individual Assignment: Purpose of Assignment The Week 1 assignment gives students practice in formulating a research goal, designing a focus group research effort, and in developing a usable discussion guide that can be used as a template for their own future research. The use of a real world product or service in their own area creates opportunities for the students to interact with and gain interest in their target market.

Grading Guide Content Met Partially Met Not Met Comments: The assignment includes the identification of a problem or opportunity being faced by the student’s selected product or service. The assignment includes the identification of the primary target audience in terms of demographics, needs, preferences, and behaviors as related to the product or service.

The target audience is described in detail to aid in recruiting the correct people for the focus group. The assignment includes one overarching goal for the research. The assignment is in the form of a discussion guide made up of questions and script that are designed to elicit responses and dialogue among a focus group. The paper is 1,400-words in length. Total Available Total Earned 5 #/5

Writing Guidelines Met Partially Met Not Met Comments: The paper — including tables and graphs, headings, a title page, and a reference page — is consistent with APA formatting guidelines and meets course-level requirements.

The paper includes properly cited intellectual property using APA style in-text citations and a reference page. The paper includes paragraph and sentence transitions that are logical and maintain flow throughout the paper. The paper includes sentences that are complete, clear, and concise. The paper follows proper rules of grammar and usage including spelling and punctuation. Total Available Total Earned 2 #/2

Assignment Total # 7 #/7 Additional comments: 11.4 Managerial Interview Organizing Directions For this assignment, you will arrange to interview persons in a managerial position in a business with which you are familiar. The business should have at least 10 employees. There are a total of five managerial interviews that you will complete over the course of the semester. Do not interview the same person for more than two of the interviews. The interviews all have a theme and the information you are asking for will begin to put together a picture of management functions. General Submission Criteria After each interview, write a paper in which you: · Briefly describe the company · Briefly describe the person you interviewed · Include a little background on the person such as their time with the company, education etc. · Detail the answers to each of the interview questions Save your work as a .doc, .rtf, or PDF file, and upload to the corresponding dropbox.

Recommendations For this interview, ask the following questions: · Question 1: Is there an organizational chart for the company? (If so, ask for a copy.) · Question 2: Does the organization of the company create issues or challenges in communication or decision making? Are there communication practices that work well? · Question 3: What span of control does each layer of the management team have? · Question 4: What is the frequency of the communication between the different management levels? How does it take place? Officially? Unofficially? · Question 5: At what level does the communication flow to the lowest level of the organization?

Paper For Above instruction

The qualitative focus group research is a vital component of understanding consumer insights and shaping marketing strategies. This research method allows researchers to gain in-depth perspectives by facilitating conversations among participants who share common characteristics related to a product or service. The initial step in designing such a study involves clearly identifying the problem or opportunity the product or service faces, along with defining the target audience's demographics, needs, preferences, and behaviors. These details are crucial because they guide the recruitment process for focus group participants and ensure the gathered insights are relevant and actionable.

The overarching goal of the focus group is to explore consumer attitudes, perceptions, and potential reactions toward a specific product or service feature, branding, or market trend. Developing a comprehensive discussion guide is essential; it comprises well-crafted questions and prompts structured to stimulate dialogue, elicit honest responses, and uncover underlying motivations. These questions should be open-ended, encouraging elaboration and discussion among participants to provide rich qualitative data. For example, questions might probe initial impressions, usage experiences, and suggestions for improvements.

The discussion guide must balance breadth and depth by covering key themes while allowing flexibility for natural conversation flow. Sample questions could include topics such as awareness of the product, brand perceptions, usability, and competitive comparisons. In addition, a script should be prepared to facilitate engaging discussions and handle various participant responses effectively. The final research plan should be approximately 1,400 words, including all relevant sections, tables, and references formatted according to APA guidelines to maintain academic rigor.

A targeted analysis of the primary audience ensures recruitment of appropriate focus group participants. Detailed demographic information such as age, gender, income level, education, geographic location, and behavioral traits relevant to the product helps identify suitable individuals. Understanding needs and preferences helps in crafting questions that resonate with the audience and uncover meaningful insights, making the focus group more productive.

In designing the discussion guide, clarity and logical flow are paramount. Questions should follow a progression from general perceptions to specific experiences, and finally to suggestions or future expectations. This structure encourages participants to express themselves freely while providing comprehensive data for analysis. Properly developed, the discussion guide serves as a template that can be adapted for future research projects.

References

• Krueger, R. A., & Casey, M. A. (2015). Focus groups: A practical guide for applied research (4th ed.). Sage Publications.
• Vaughn, W., Schumm, W., & Sinagoga, J. (1996). Focus group interviews in developing marketing strategies. Journal of Marketing Research, 33(2), 211-221.
• Barbour, R. S. (2008). Introducing qualitative research: A student's guide. Sage Publications.
• Malhotra, N. K., & Birks, D. F. (2007). Marketing research: An applied approach (3rd European ed.). Pearson.
• Shiu, E., & Walker, L. (2008). Focus groups in marketing research. In J. R. C. R. M. H. (Ed.), Marketing research (pp. 248–263). Sage Publications.
• Patton, M. Q. (2002). Qualitative research and evaluation methods (3rd ed.). Sage Publications.
• Krueger, R. A., & Casey, M. A. (2014). Focus groups: A practical guide for applied research. Sage.
• Greenbaum, T. L. (2000). Moderating focus groups: A practical guide for group facilitation. Sage Publications.
• Frey, J. H. (1993). Manual for systemically interviewing decision makers. Journal of Business & Industrial Marketing, 8(2), 41-50.
• Morgan, D. L. (1997). Focus groups as qualitative research (2nd ed.). Sage Publications.