Grantham University Organizing a Focus Group Discussion
Question Description
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:
- 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.
- Herich, D. (2015). 7 reasons to add focus groups to your marketing mix. Global Cosmetic Industry, 183(4), 50-51.
- Ingram, W. C., & Steger, R. A. (2015). Comparing the quality and quantity of information received from traditional, webcam and 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:
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