You are member of core marketing research team of a company and are expected to present your judgements on the existing marketing problem/opportunity by following a marketing research process for the same to collect data and develop deeper understanding. The results will be presented to all the members of the team in the form of a report.

The marketing research process undertaken is for a new product to be launched in market and garnering understanding of customer attitude towards this product and whether they would purchase it. You are expected to draw on the collecting, organizing and analyzing findings of your research problem and be aware and adhere to ethical principles while collecting data. Based on this marketing research process you are also expected to reflect upon your experiences to be able to follow appropriate course of action for the given problem/opportunity.To achieve this task you would be required to:

A.Follow all the steps of the marketing research process

1.Defining the problem- Discuss the decision problems faced by the company to launch this new product and what are the key things it want to know by conducting this focus group

2.Formulation of research questions- Provide the research questions to address the key problems faced by the company

3.Research Design- In research design you

Discuss the type of research you are doing ( Exploratory/descriptive or casual) with suitable justification

Literature review- Review existing researchon the key decision problem and the nature of the product such as if you are launching a new sanitizer especially for toilet seats, and want to understand attitude of customer on product attributes, in literature review you can discuss concept of toilet hygiene; various ways on improvements of hygiene conditions of public and shared toilets; perception of females associated with the risk on using public and shared toilets; Various diseases associated with using public and shared toilets etc.

4.Sampling Design- You describe the type of sampling method you followed and address the following

Sample design: Based on the research questions, you need to describe what information you seek and from whom.

Define your target respondent population and sample (participants)with justification on choosing this sample

Provide Sample size

5.Type of Research used- Discuss the type of research method for example for using focus group you will write Qualitative research method and then discuss the following about focus group

Discuss focus group logistics including time, location, frequency with proper justifications

Incentives ( if any)

6.Data collection and Analysis- Discuss the process followed to collect for example note taking, recording with prior permission etc and process used for data analysis such as thematic analysis etc. The discussion needs to be presented in proper tabulated manner as appendices with complete transcript and identification of the emergent themes.

B.Findings

On basis of major themes emerged from the focus group, synthesize the result and describe the findings with respect to your research questions. The discussion should be reflecting marketing professional's sound reasoning, experiences drawn from verbal and non-verbal inputs of the participants and results drawn from the focus group.

C.Able to develop judgements on the business problem by using marketing research for effective decision making

On basis of the marketing research process followed you should be able to form a deeper understanding based on data collected about the business problem/opportunity and present your judgment to the entire team for effective decision making in form of a report. You should be able to propose the effective measures the company should take to address this problem/opportunity based on principles of marketing/marketing approaches.

D.Critically appraise ethical implications of marketing research process

You should provide evidences of good understanding the ethical principles applicable to your marketing research process and adhere to the same. Hence you have to ensure that the ethical principles are followed in the data collection process and are suitably described in the report and attaching the evidences in appendices