You are a marketing research specialist proposing a research project to Sukis Hairsalon in downtown Vancouver. The salon has experienced a decline in traffic (number of visits) over the last three months. Answer the questions below to outline a marketing research project that will help Sukis management understand the problem and make better marketing decisions.

PHASE 1: Assume that you first want to do several focus group sessions to understand the reasons why there has been a decrease in the number of visits, and also to discover customers ideas on how to improve. Answer the questions below (make sure to specify your answers with 1A, 1B, 1C). Each answer is worth a max of 5 marks. 1A) Describe who would be participating in each of your focus group sessions? 1B) Describe at least five rules that you will keep in mind when running your focus group sessions 1C) What questions would you ask during the focus group sessions? (provide at least five example questions) ***

PHASE 2: Assume that you now want to use a case study research method to provide more insights for your client. Answer the questions below (make sure to specify your answers with 2A, and 2B). Each answer is worth a max of 5 marks. 2A) What could be the main objectives of your case study research? 2B) Provide more details on how you would conduct your case study research.