Marketing & Customer Services departments at YOUR CO. wants to improve the offered products & the customer service.
You are hired as an independent (qualitative) consultant to hold focus groups in multiple branches of your business to come up with the suggestions of what kind of new products to develop and suggest some new activities & programs to improve the quality of service at YOUR CO.
1. Using the appendix b as a model (page 610 in the text book) develop a Focus Group Discussion Guide to conduct the focus groups. (25%)
2. Write the Instructions on how to conduct the focus groups that will go out to the multiple branches to accompany the Discussion Guide. (25%)
3. Elaborate in details what type of data are you going to be able to collect (quantitative and qualitative). (25%)
4. Describe in Details statistical analysis you will need to perform related to the outcome of focus groups. (25%)