MGT 240 Assignment 1
Objective: Assignment 1. Market Research
Course: MGT 240 MARKETING AND SALES
Student name:
Student no.:
Assignment 1:
Question 1
1. Let’s say you have developed a new, all natural granola style cereal. You want to see the reaction of a range of people to the product, so you decide to set up focus groups to sample the cereal. In one to two pages (single spaced), describe how you would carry out a focus group review of the cereal.
a. How many people would be included in the focus group?
b. How would they be selected?
c. How would the taste test be carried out? Design a smart taste test-e.g., have attendees sample a total of three cereals, only one of which is your own brand.
d. What questions would you ask of the focus group members after they have sampled the cereal?
e. How would you use the information you gathered through the focus group exercise to guide you in moving the product forward (or killing the product, if appropriate)?
Answer:
a. The focus group will include 6-10 people, limited people in order to allow all participants to have ample time to talk and to express their opinion on the new cereal in an in-depth way.
b. I’ll post an advertisement on several different popular social media forums such as twitter, My Space to recruit focus group members as well as personal call (e.g. conducted by University under a sponsorship) to reach potential participant. Focus group members will be selected based on the similar nature (gym goers, athletes, weight watcher, health-oriented), similar age group (age 15-23, age 24-40), and status (mothers, teenagers, in a program. They are likely to be participative and reflective. Members who don’t know each other.
c. This taste tests meeting to be 1 to 1.5 hours long. Taste test will be scheduled over lunch or weekend since it would be a good time for focus group members to find time to attend. These sessions will be held in a conference room with adequate air flow and lights. Chairs will be configured so
Course: MGT 240 MARKETING AND SALES
Student name:
Student no.:
Assignment 1:
Question 1
1. Let’s say you have developed a new, all natural granola style cereal. You want to see the reaction of a range of people to the product, so you decide to set up focus groups to sample the cereal. In one to two pages (single spaced), describe how you would carry out a focus group review of the cereal.
a. How many people would be included in the focus group?
b. How would they be selected?
c. How would the taste test be carried out? Design a smart taste test-e.g., have attendees sample a total of three cereals, only one of which is your own brand.
d. What questions would you ask of the focus group members after they have sampled the cereal?
e. How would you use the information you gathered through the focus group exercise to guide you in moving the product forward (or killing the product, if appropriate)?
Answer:
a. The focus group will include 6-10 people, limited people in order to allow all participants to have ample time to talk and to express their opinion on the new cereal in an in-depth way.
b. I’ll post an advertisement on several different popular social media forums such as twitter, My Space to recruit focus group members as well as personal call (e.g. conducted by University under a sponsorship) to reach potential participant. Focus group members will be selected based on the similar nature (gym goers, athletes, weight watcher, health-oriented), similar age group (age 15-23, age 24-40), and status (mothers, teenagers, in a program. They are likely to be participative and reflective. Members who don’t know each other.
c. This taste tests meeting to be 1 to 1.5 hours long. Taste test will be scheduled over lunch or weekend since it would be a good time for focus group members to find time to attend. These sessions will be held in a conference room with adequate air flow and lights. Chairs will be configured so