Context/overview: This week, we looked briefly at marketing research tools. One popular tool is the focus group. In your assignment this week, you will read more about conducting and analyzing focus groups, before conducting your own sample focus group.

First, locate the following articles through EBSCOhost:

  1. Mcquarrie, E. F. (1989). The practical handbook and guide to focus group research/focus groups: A guide for marketing and advertising professionals. Journal of Marketing Research (JMR), 26(1), 121-125.
  2. Herich, D. (2015). 7 reasons to add focus groups to your marketing mix. Global Cosmetic Industry, 183(4), 50-51.
  3. Ingram, W. C., & Steger, R. A. (2015). Comparing the quality and quantity of information received from traditional, webcamand board chat focus groups. Business Studies Journal, 7(1), 33-45.

Second, document the steps you will take to organize a “focus group” for the product you are developing for this course.

Write 2-3 pages that include a discussion on:

Third, conduct the focus group with family or friends to obtain some sample data for analysis. Upon completing the focus group, discuss the process of conducting the focus group along with your findings in approximately 2-3 pages.

The requirements below must be met for your paper to be accepted and graded:

References must come from sources such as, scholarly journals found in EBSCOhost, CNN, onlinenewspapers such as, The Wall Street Journal, government websites, etc. Sources such as, Wikis, Yahoo Answers, eHow, blogs, etc. are not acceptable for academic writing.  

A detailed explanation of how to cite a source using APA can be found here (link).  

"Get this and other Answers from Experts at an Amazing Discount!"

Leave a Reply

Your email address will not be published.

This site uses Akismet to reduce spam. Learn how your comment data is processed.