Focus Group Assignment
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chapter_9_in_class_materials.docxChapter 9 – Focus Groups
Videos of Focus Groups
http://www.youtube.com/watch?v=f1eYURpme0g (antacids packaging)
http://www.youtube.com/watch?v=KXeAF9EGf5k (fish food packaging)
Focus Group Moderator’s Guide
Groups:
· College students
· Single adults 25 – 45
· Married with children
· Retired
1. Introduction (10 minutes)
Welcome. Thank you for coming to this group session tonight. Please write your name on the table tent that you see in front of you. We have provided some light snacks and drinks so that you can relax and enjoy yourselves while we are talking with each other tonight. Also, I want you to notice that we will be videotaping this session. You can see the video recorder in the corner of the room. We are videotaping this session so that I can use it to help me put together my research report. So, please try not to have side conversations with other group members during this session. This will allow me to be able to hear all of your comments when I go back and review the tape to compile my research report.
First, let’s introduce ourselves. My name is _____, and I am here to lead this group discussion. This is my job. I am a professional moderator and I lead these types of groups all over the country. Today I am very fortunate to be able to lead this group with all of you. Now, let’s go around the table and let each of you introduce yourself.
2. What do you do for fun? (10 minutes)
Why do you do that?
Where do you do that?
3. What do you do for exercise? (10 minutes)
Why?
Where?
4. Going Out (10 minutes)
If you wanted to go out and spend an evening (or afternoon) of fun with your friends (or family for married with children group) where would you go? What would you do?
Why?
5. Perceptions of Bowling Alley (10 minutes)
What comes to mind first when I mention, “Bowling Alley?”
List on paper and then share with group.
Probe for reasons behind comments.
6. Projective Techniques: (20 minutes)
Draw a picture of a person in a bowling alley?
Probe for reasons for images.
Select pictures that represent “bowling alley” and paste them onto a collage.
Probe for reasons for images selected.
7. Do you go bowling? (10 minutes)
When was the last time you were at a bowling alley?
When was the last time you were at King Pin Lanes?
Tell me about that experience.
8. Purchase Intention (20 minutes)
Would you ever go bowling at King Pin Lanes as an evening (or daytime) activity with friends / family? (Also ask about attending as an individual)
Why?
Why not?
What would King Pin Lanes need to change to make you more willing to go bowling there?
Thank You!
