DELIVERABLE: Field Work Plan

Your boss is the senior research manager at "The Amazing Research Company" in Ottawa. The company has been awarded a new qualitative research project. The client has specifically requested the use of online focus groups.

The manager has asked you to do a "Field Work Plan".You want to convince your boss (and the client) to follow your recommendations, so it is important that you provide reasons for your choices after each section of the plan. If reasons are not provided, that section will be awarded zero.

A situation brief is provided in the document entitled Individual Assignment Scenarios. You may need to do further secondary research to learn more about the client and the industry. Do not include this secondary material in your field work plan, but use it to inform and explain your choices.

Field Work Plan

Your field work plan will be used to brief the recruiting firm. You must provide detailed information, so they can write the recruitment screener.

1. Recruitment Specifications (10 Points)

Specify

• What source your participants will be recruited from
• What method you will use to recruit them
• Who will be recruited
  • Make a list with all the recruitment criteria, taking into account: professional standards, participant differentiation /grouping, and any other key factors.Ensure you screen for 4 or more relevant project-specific criteria, with at least one each in demographics, product usage, lifestyle/ attitude.
• Explain why you made these choices.