Mall Development. Market Research and Focus Groups
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You work for a shopping mall development and management company. Your company is considering adding on to each of the malls that it manages. These additions would house a common area for individuals to gather and rest while shopping. This area would include couches, chairs, televisions, video game equipment, books and magazines. The company has asked you to research this idea to determine how shoppers would react to this concept and what other suggestions shoppers would have for this common area. You have decided you will conduct focus groups to gather the data. Prepare sample questions and a topic list that you will use to guide the focus groups. What are the ethical and legal guidelines you should follow when setting up focus groups?
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Solution Summary
In reference to a shopping mall development and using focus groups for marketing research, this solution provides sample questions and a topic list that might be used to guide the focus groups and then iscusses the ethical and legal guidelines to follow when setting up focus groups.
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Please see response attached, also presented below. I hope this helps and take care.
RESPONSE:
2. Prepare sample questions and a topic list that you will use to guide the focus groups.
I am wondering what questions you have considered? I will provide several tentative topics (and related questions) for your consideration, but you will need to draw up your final copy. First, though, let's look briefly at what focus groups are. Focus groups are somewhat informal techniques that can help you assess user needs and feelings both before interface design and long after implementation. In a focus group, you bring together from six to nine users to discuss issues and concerns about the features of a user interface. The group typically lasts about two hours and is run by a moderator who maintains the group's focus. Focus groups often bring out users' spontaneous reactions and ideas. ...
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