Investigating the Focus Group

In this assignment, students will explore, in depth, the concept of the focus group, and apply their

knowledge to a real$-$life case study.

In this assignment students will read and reference the Compaq Computers $$ Focus Group Case Study

$($attached to the assignment file$).$ This assignment will allow students to assess a focus group situation

and reflect critically on the process. Students will submit a $3-5$ page written report answering the

following questions, based on the case study:

$1.$ Should Greg Memo proceed with the focus group research? If yes, who should the focus groups

include? Is the cost justified? How many focus groups should be run? If no$,$ why not? Provide a

detailed justification for the use of the groups as a tool.

$2.$ What are the advantages of using a focus group to gather product information? Is there a

qualitative method or methods that would be more effective in this situation? Why or why not?

$3.$ Discuss the role of a focus group moderator. In this scenario, assuming that a focus group is used,

how would a moderator help the focus group succeed?

$4.$ What would be the ideal environment to conduct focus groups in this context $($assuming that the

focus group$($s$)$ take place in $2023)?$ Discuss the advantages and disadvantages of different focus

group settings.

Submissions should adequately explore the concept of focus groups, engage in thoughtful evaluation, and

make specific reference to the case study. The case study and any references need to be properly cited,

and included in a list of references, formatted to APA guidelines.

Assessment Criteria:

$$ Discussion of Concepts $(35\%)$: Effectiveness in discussing focus groups, exploring the concepts,

and providing thoughtful evaluation.

$$ Analysis of Case $(35\%)$: Quality of the analysis of the case, and addressing the assignment

questions within the case context.

$$ Documentation and Presentation $(30\%)$: Quality of the written report, including organization,

clarity, and proper citations.

This assignment allows students to delve into a real$-$world case scenario, enhancing their analytical skills

and understanding of an important qualitative research tool.