Option B

Client: Amazon

Research Objective: Amazon is interested in finding out $(1)$ the best new features to include in next year's Fire tablet as well as $(2)$ the key message points that will differentiate the upgraded Fire tablet from competitive offerings.

Step $3$: Develop a brief moderator's guide that will work to address your chosen client's research objective. Before developing, see the example moderator's guide in Chapter $4.$ Your moderator's guide should include the following components.

a$.$ Introduction $($should include the role of moderator, purpose of the session, and ground rules$).$

b$.$ Ice breaker activity $($should incorporate research topic in some way$).$

c$.$ Series of open$-$ended questions to elicit conversation among participants.

d$.$ Two to three focus group activities from Chapter $4($listed below$).$ Activities should be fleshed out with specific instructions for participants. Appropriate questions for the group should follow each activity. Remember, the purpose of activities is to spark group conversation.

e$.$ Moderator and note taker instructions in brackets $[]$ throughout. This includes activity instructions for moderator as well as reminders to prompt and probe certain questions.