Client Problem Opportunity Your client is the product or service selected by your group Review the case to have a better understanding of their situation, needs and research objectives They are particularly interested in targeting millennials, especially students who are about to graduate from college And the company is prepared to make changes to its products or services and communication marketing approaches to reach this target market However from the Secondary research conducted, there does not seem to be a lot of research available on the product service for your target market So your client would like to conduct qualitative research via focus groups to students about to graduate from college Project Specifics This is a group project and cannot be completed individually 3 4 students per group on Blackboard Groups Due date as per your Course Schedule Structure, grammar and spelling will be evaluated Week 1 2a Marketing Research Plan and Discussion Guide Objectives To become familiar with preparing a proper Marketing Research Plan and Discussion Guide as key steps in the market research process To create a Marketing Research Plan and Discussion Guide to gain consumer insight As a team, write up the Research Plan and Discussion Guide Make sure everyone has reviewed the final Research Plan and Discussion Guide for consistency, correctness and grammar Format Cover page to include Project name, Course, Assignment, Brand, Team Members, Date Research Plan 1 page Discussion Guide 1 page Concept Board 1 2 pages Stapled hard copy PAGE 1 RESEARCH PLAN (1 page) Brand Company Business Problem Research Objectives (2 3 objectives from the case) Research Methodology selected (Qualitative or Quantitative Exploratory, Descriptive or Causal Why focus groups Focus Group Design (Who will you select for your focus groups (age, gender, user non user) How many groups will you need to achieve your objectives (eg By campus, program, city) Deliverables (Timing for delivery of focus group and report Report or Presentation ) Team Member Roles (Moderators Recorders) Code of Conduct (Company disclosure, voluntary participants, assurance of confidentiality) PAGE 2 DISCUSSION GUIDE (1 page) Use the Research Plan to guide the preparation of your Discussion Guide Begin to prepare a Discussion Guide with questions to be used in the focus groups The Discussion Guide should be for a focus group discussion of no more than 30 minutes You should have about 10 15 questions ready on your Discussion Guide Write out your discussion guide, including Introduction (Thanks for attending, introductions, team member roles as moderators and note takers, company, confidentiality, process) Ice Breaker question (Relax participants, get them all talking and enjoying early) Opening questions (Start with broad category questions) More Specific probing questions (Not Yes No questions As required to achieve your objectives When will you use your concept boards) Closing Questions (Even more specific to your idea) Closing (Thank everyone) PAGE 3 4 CONCEPT BOARDS (1 3 pages) To be designed to understand appeal and feedback of new product concept Suggest you layout your image(s) on PPT Include some of the following product image, benefits, target consumers, other images Ensure concept boards large enough for 8 10 respondents to see in a focus group Or you can present your concept boards to the focus groups via PPT Grading Rubric Assignment 2a Research Survey Plan and Discussion Guide Team Members Company Project Name Not completed Key Details concepts missing Details missing Some errors Satisfactory Detail Some Key Points included Well developed key points included Exceeds expectations All Key Points included Section Comments 0 1 2 3 4 5 RESEARCH PLAN Research Objectives, Methodology, Design, Deliverables, Team member roles, Code of conduct Confidentiality DISCUSSION GUIDE Introduction, Ice Breaker, Additional questions, Final questions and closing CONCEPT BOARDS Concept Board relevance Content, Design, Layout Structure, Grammar, Spelling, Formatting TOTAL Total out of 20 (Individual mark group mark times team rating) Week 2 2b Focus Group Discussion Conduct your Focus Group Objective To practice using focus groups to gain insights into millenial perspectives on your company product Instructions Everyone must lead one focus group and participate in two (2) focus group discussions (besides your own) or you will automatically only receive 50 of your grade for Assignment 2b and 2c Confirm attendance to your focus group Remember you need 8 10 respondents in your focus group , so you will likely need to invite family and or friends who fit your target market to ensure you have enough respondents in your focus group Your will need about 30 minutes for your focus groups 1 2 team members will be the moderators, with other team member(s) recording feedback, taking notes to prepare the report Send participants the Blackboard Collaborate link to connect Ensure videos are on for all participants Don't forget to Start the Recording, and to stop the recording when finished Use your discussion guide to guide your discussions in your focus groups Focus your recording on the participants screens Only share your screen to present your concept board to your focus group to gather insights The group will be marked on their moderation skills and their ability to probe for deeper insights Week 3 2c Focus Group Report Objectives To analyse and consolidate the insights from your focus group research into a properly structured market research report Requirements Link to your Blackboard Collaborate video recording List of participants in your focus group Report (Approx 5 pages) Stapled hard copy Cover page (Include Project name, Course, Assignment, Brand, Team Members, Date) Names of your focus group participants Introduction (Background, Research Objectives) Research Objectives (with revised recommendations from Assignment 2a) Focus Group (How many respondents, respondent profile, length of discussion) Key Insights 2 pages (For each research objective, summarize what you learnt Share respondent reactions and quote respondents where relevant) Client Recommendations (Considering the findings from your research, what recommendations do you make for your client) Further Research (Suggest where it might be worthwhile to follow up with quantitative research) Grading Rubric Assignment 2b and 2c Focus Group Discussion and Report Team Members Company Project Name Not completed Key Details concepts missing Details missing Some errors Satisfactory Detail Some Key Points included Well developed Most key points included Exceeds expectations All Key Points included Section Comments 0 1 2 3 4 5 FOCUS GROUP Introduction Purpose and structure, Relax participants, ice breaker, Manage participants, draws out insights, use of Concept boards, quality and quantity of information learned, Moderator Rapport, Timing REPORT Cover Page professionalism, Introduction, Focus Group Structure, Quality and quantity of insights, Recommendations for your brand for further research, structure, grammar, spelling TOTAL

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Client Problem/Opportunity Your client is the product or service selected by your group. Review the case to have a better understanding of their situation, needs

Client Problem/Opportunity

Your client is the product or service selected by your group. Review the case to have a better understanding of their situation, needs and research objectives. They are particularly interested in targeting millennials, especially students who are about to graduate from college. And the company is prepared to make changes to its products or services and communication / marketing approaches to reach this target market. However from the Secondary research conducted, there does not seem to be a lot of research available on the product / service for your target market. So your client would like to conduct qualitative research via focus groups to students about to graduate from college.

Project Specifics:

This is a group project and cannot be completed individually
3-4 students per group on Blackboard / Groups
Due date as per your Course Schedule
Structure, grammar and spelling will be evaluated

Week 1

2a. Marketing Research Plan and Discussion Guide

Objectives:

To become familiar with preparing a proper Marketing Research Plan and Discussion Guide as key steps in the market research process
To create a Marketing Research Plan and Discussion Guide to gain consumer insight.
As a team, write up the Research Plan and Discussion Guide
Make sure everyone has reviewed the final Research Plan and Discussion Guide for consistency, correctness and grammar.

Format:

Cover page to include Project name, Course, Assignment, Brand, Team Members, Date.
Research Plan - 1 page
Discussion Guide - 1 page
Concept Board - 1-2 pages
Stapled hard copy

PAGE 1: RESEARCH PLAN (1 page)

Brand / Company
Business Problem
Research Objectives (2-3 objectives from the case)
Research Methodology selected (Qualitative or Quantitative? Exploratory, Descriptive or Causal? Why focus groups?
Focus Group Design (Who will you select for your focus groups (age, gender, user / non-user)? How many groups will you need to achieve your objectives (eg. By campus, program, city)?
Deliverables (Timing for delivery of focus group and report? Report or Presentation?)
Team Member Roles(Moderators/ Recorders)
Code of Conduct (Company disclosure, voluntary participants, assurance of confidentiality)

PAGE 2: DISCUSSION GUIDE (1 page)

Use the Research Plan to guide the preparation of your Discussion Guide
Begin to prepare a Discussion Guide with questions to be used in the focus groups.
The Discussion Guide should be for a focus group discussion of no more than 30 minutes.
You should have about 10 - 15 questions ready on your Discussion Guide
Write out your discussion guide, including:

Introduction (Thanks for attending, introductions, team member roles as moderators and note-takers, company, confidentiality, process)
Ice Breaker question (Relax participants, get them all talking and enjoying early)
Opening questions (Start with broad category questions)
More Specific probing questions (Not Yes/No questions. As required to achieve your objectives; When will you use your concept boards)
Closing Questions (Even more specific to your idea)
Closing (Thank everyone)

PAGE 3-4: CONCEPT BOARDS (1-3 pages)

To be designed to understand appeal and feedback of new product concept.
Suggest you layout your image(s) on PPT.
Include some of the following: product image, benefits, target consumers, other images.
Ensure concept boards large enough for 8-10 respondents to see in a focus group.
Or you can present your concept boards to the focus groups via PPT.

Grading Rubric

Assignment 2a - Research Survey Plan and Discussion Guide

Team Members:____________________________________________________________________

Company / Project Name: ____________________________________________________________

		Not completed	Key Details / concepts missing.	Details missing. Some errors.	Satisfactory Detail. Some Key Points included.	Well developed. key points included.	Exceeds expectations. All Key Points included.
Section	Comments	0	1	2	3	4	5
RESEARCH PLAN: Research Objectives, Methodology, Design, Deliverables, Team member roles, Code of conduct / Confidentiality
DISCUSSION GUIDE: Introduction, Ice Breaker, Additional questions, Final questions and closing
CONCEPT BOARDS: Concept Board relevance / Content, Design, Layout
Structure, Grammar, Spelling, Formatting
TOTAL

Total = _____________ out of 20 (Individual mark = group mark times team rating)

Week 2

2b. Focus Group Discussion - Conduct your Focus Group

Objective:

To practice using focus groups to gain insights into millenial perspectives on your company / product.

Instructions

Everyone must lead one focus group and participate in two (2) focus group discussions (besides your own) or you will automatically only receive 50% of your grade for Assignment 2b and 2c.
Confirm attendance to your focus group. Remember you need 8-10 respondents in your focus group, so you will likely need to invite family and/or friends who fit your target market to ensure you have enough respondents in your focus group.
Your will need about 30 minutes for your focus groups..
1-2 team members will be the moderators, with other team member(s) recording feedback, taking notes to prepare the report.
Send participants the Blackboard Collaborate link to connect.
Ensure videos are on for all participants.
Don't forget to Start the Recording, and to stop the recording when finished.
Use your discussion guide to guide your discussions in your focus groups.
Focus your recording on the participants screens. Only share your screen to present your concept board to your focus group to gather insights.
The group will be marked on their moderation skills and their ability to probe for deeper insights.

Week 3

2c. Focus Group Report

Objectives:

To analyse and consolidate the insights from your focus group research into a properly structured market research report

Requirements

Link to your Blackboard Collaborate video recording
List of participants in your focus group
Report (Approx 5 pages). Stapled hard copy:
- Cover page (Include Project name, Course, Assignment, Brand, Team Members, Date)
- Names of your focus group participants
- Introduction (Background, Research Objectives)
- Research Objectives (with revised recommendations from Assignment 2a)
- Focus Group (How many respondents, respondent profile, length of discussion)
- Key Insights - 2 pages (For each research objective, summarize what you learnt. Share respondent reactions and quote respondents where relevant)
- Client Recommendations (Considering the findings from your research, what recommendations do you make for your client)
- Further Research (Suggest where it might be worthwhile to follow up with quantitative research)

Grading Rubric

Assignment 2b and 2c - Focus Group Discussion and Report

Team Members:____________________________________________________________________

Company / Project Name: ____________________________________________________________

		Not completed	Key Details / concepts missing.	Details missing. Some errors.	Satisfactory Detail. Some Key Points included.	Well developed. Most key points included.	Exceeds expectations. All Key Points included.
Section	Comments	0	1	2	3	4	5
FOCUS GROUP:Introduction - Purpose and structure, Relax participants, ice breaker, Manage participants, draws out insights, use of Concept boards, quality and quantity of information learned, Moderator Rapport, Timing
REPORT: Cover Page professionalism, Introduction, Focus Group Structure, Quality and quantity of insights, Recommendations for your brand / for further research, structure, grammar, spelling.
TOTAL