When answering each question, remember to refer to the business objectives and challenges!

Health Club: Fiddles

You own FIDDLES - a small line of fitness clubs in Toronto. The clubs are very successful - a welcome, reasonably-priced alternative to the larger, less personal health networks.

Heading the list of current business objectives and challenges are:

1.Innovate programs and services to satisfy specific customer segments and keep them interested in their FIDDLES memberships:

a.Members age 65+: develop regimes customized to their health and fitness needs

b.Families with children: develop weekend programs to encourage "family workouts"

2.Increase usage of Fiddles' "personal trainers" - an additional revenue source.

3.Reviewing the refreshment bar menu to ensure it offers what members want

4.Overall customer satisfaction metrics.

Question #2 (20 Marks)

You decided to invest in primary research to help with future decisions for FIDDLES. The first part of the program involves Focus Groups. The Research House will access members in your database who gave you permission to contact them for research purposes.

Describe two (2) different member samples with whom you will conduct focus groups. For each group, write two questions - with prompts / probes - that are EXCLUSIVELY RELEVANT to each group.

Focus Group #1 Description

Two questions (with probes / prompts) exclusive to Focus Group #1

Focus Group #2 Description

Two questions (with probes / prompts) exclusive to Focus Group #2