Marketing Research Executive: Data Evaluation and Focus Group Analysis

Task One: Data Evaluation

From an exploratory phase (referred to in the context), a data set (Tables 1, 2 & 3) was obtained (through secondary / desk research) that requires evaluation – refer to the three tables in the data set that need to be evaluated on Pages 4-5.

You (in your role as a marketing research executive) are required to produce a summary (of about 400 words +/- 10%) which indicates what the data (in this data set) is saying &/or not saying i.e. isolate and interpret and summarise the key findings in the data (for each table and overall).

You will need to provide graphs/tables in summarising the findings.
The allocation of marks for Task One in the CW1 is as follows:
•Reworking / SUMMARISING data (6%)
• Key findings from each of three tables (6%)
• Overall summary (linked to acknowledging aim) (8%)

There are four components to this Task Two: Recruitment parameters (worth 10%); Discussion / Topic Guide (worth 25%); Facilitator / Moderator Guidance (worth 10%); Analysis Guidelines (worth 5%)

Recruitment parameters (worth 10%)
Outline briefly who will be attending the focus groups and justify your selection of participants 
Provide a screener / short recruitment questionnaire that will ensure the right participants are attending the groups

Discussion / Topic Guide (worth 25%)
Include the discussion themes / topics (supported by Prompts and Probes) to be covered in a one-hour UG Focus Group
You must use at LEAST ONE PROJECTIVE TECHNIQUE in the Discussion / Topic Guide.

Facilitator / Moderator Guidance (worth 10%)
Explain the key issues that the moderator / facilitator should pay attention to (before, during and after the group).

Analysis Guidelines (worth 5%)
Recommend the best option for analyzing the groups 
Ensure you justify your choice based on an understanding of all the options available for analyzing the groups