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Read the case study below and answer the questions that follow GIRL POWERED Girl Powered is a health and fitness club located in Chicago. It is a woman's only gym and has a variety of different programmes and classes, and upmarket facilities including saunas and spas. Health and fitness instructors and dieticians can tailor classes, programmes and diets to best match their dients goals and aspirations The club has performed well over the last two years but now faces competition from two clubs Wellness and Glides, which have just opened. Wellness has been particularly successful and has attracted a number of customers from Girl Powered The management of Girl Powered conducted some extensive market research to find out more information about their customers. Qualitative and quantitative data was collected, from both primary and secondary sources A market research company was employed used to gather much data, and they used a variety of different sampling methods to obtain this As well as interviews and observations, they used a series of focus groups to find out customers' views on diet and exercise. Some of the information discussed in these videoed focus groups was very emotional around the exercise and dietary habits of members and especially body image the information obtained is deep and informative. They used a series of focus groups to find out customer's views on Girl Powered and a questionnaire to provide them with more precise data about the way customers used their club Girl Powered has responded positively to its market research by adopting the following strategies Girl Powered shah and fitness cuti located in Chicago. It is a woman's only by and has a variety of different programmes and classes, and upmarket acties including samas and Health and finess instructors and dieticians can tailor classes, programes and diets to best match the clients als and aspirations The club has performed west on the last two years but now faces competition from two dubs, Wellness and Gides which have just opened, Wellness has been particularly successful and has attracted a number of customers from Grl Powered The management of al Powered conducted some extensive market research to find out more information about their customers Qualitative and quantitative data was collected from both imary and secondary sources. A market research company was employed used to the much data, and they used a variety of different sampling methods to obtain As well as interviews and observations, they used a series of focus groups to find out customer's views on diet and exercise some of the information discussed in these videoed focus groups was very emotional around the exerce and dietary habits of members, and especially body image the information obtained is deep and informative. They used a senes of focus groups to find out customer views on Powered and a questionnaire to provide them with more precise the way customers used their club Powered has responded positively to its mark y adopting the follow strategies introducing a friendship group membership schemes a group of friends can sign up at a discounted rate ses specifically designed for them Mother daughter memberships DSummerfur dasses outside wypark (weather permitting of course Opening a coffee shop The management or cart Powered believe that this new customer orientated approach which targets health and fitness for the whole family, will give the club a unique selling point and enable it to stand out from the competition Descuss three alternative sampling methods that Girl Powered could have used to achieve more useful market research results. [3 marks) According to the case, explain the use of focus groups to collect research data. [4 marks] 2 Discuss any ethical implications of the market research Girl Powered has engaged in [3 marks] 3 Read the case study below and answer the questions that follow GIRL POWERED Girl Powered is a health and fitness club located in Chicago. It is a woman's only gym and has a variety of different programmes and classes, and upmarket facilities including saunas and spas. Health and fitness instructors and dieticians can tailor classes, programmes and diets to best match their dients goals and aspirations The club has performed well over the last two years but now faces competition from two clubs Wellness and Glides, which have just opened. Wellness has been particularly successful and has attracted a number of customers from Girl Powered The management of Girl Powered conducted some extensive market research to find out more information about their customers. Qualitative and quantitative data was collected, from both primary and secondary sources A market research company was employed used to gather much data, and they used a variety of different sampling methods to obtain this As well as interviews and observations, they used a series of focus groups to find out customers' views on diet and exercise. Some of the information discussed in these videoed focus groups was very emotional around the exercise and dietary habits of members and especially body image the information obtained is deep and informative. They used a series of focus groups to find out customer's views on Girl Powered and a questionnaire to provide them with more precise data about the way customers used their club Girl Powered has responded positively to its market research by adopting the following strategies Girl Powered shah and fitness cuti located in Chicago. It is a woman's only by and has a variety of different programmes and classes, and upmarket acties including samas and Health and finess instructors and dieticians can tailor classes, programes and diets to best match the clients als and aspirations The club has performed west on the last two years but now faces competition from two dubs, Wellness and Gides which have just opened, Wellness has been particularly successful and has attracted a number of customers from Grl Powered The management of al Powered conducted some extensive market research to find out more information about their customers Qualitative and quantitative data was collected from both imary and secondary sources. A market research company was employed used to the much data, and they used a variety of different sampling methods to obtain As well as interviews and observations, they used a series of focus groups to find out customer's views on diet and exercise some of the information discussed in these videoed focus groups was very emotional around the exerce and dietary habits of members, and especially body image the information obtained is deep and informative. They used a senes of focus groups to find out customer views on Powered and a questionnaire to provide them with more precise the way customers used their club Powered has responded positively to its mark y adopting the follow strategies introducing a friendship group membership schemes a group of friends can sign up at a discounted rate ses specifically designed for them Mother daughter memberships DSummerfur dasses outside wypark (weather permitting of course Opening a coffee shop The management or cart Powered believe that this new customer orientated approach which targets health and fitness for the whole family, will give the club a unique selling point and enable it to stand out from the competition Descuss three alternative sampling methods that Girl Powered could have used to achieve more useful market research results. [3 marks) According to the case, explain the use of focus groups to collect research data. [4 marks] 2 Discuss any ethical implications of the market research Girl Powered has engaged in [3 marks] 3