Marketing Case Study : Marketing Communications Manager With Trublush Cosmetics

A review of the proposed participants of the study will ensure high-risk groups (if any) will be considered as per the National Statement on Ethical Conduct in Human Research (‘National Statement’; NHMRC, 2007). While some of these high-risk

Ground Rules: Participation in the focus group is voluntary, that it is all right to abstain from discussing specific topics if you are not comfortable, that all responses are valid-there are no right or wrong answers, to please respect the opinions of others even if you do not agree, to speak as openly as you feel comfortable, and avoid revealing very detailed information about your personal health. (University of Massachuetts, nd)

All data such as recording and transcriptions will be securely stored so that no one will have access to these information. For example, all the data saved electronically will be protected by a password and number of people who can have access to the data will be strictly limited (Flick, 2015). Moreover, I will make it clear to participants that any information discussed in the focus group should remain confidential. However focus groups are problematic because it will be difficult to ensure that participants will not disclose the information to others outside of the group (Hennink, 2014).

Flexible and inexpensive, focus groups consist of six to ten participants (Hartman, 2004, p. 408). Additionally, a moderator guides the discussion among its panel members that allows researchers to observe real-time verbal responses and nonverbal cues (Hartman, 2004, p. 402; Cooper & Schindler, 2014, p. 160). Focus groups moderators also have the ability to introduce new ideas to gain a greater understanding of concerns from respondents (Hartman, 2004, p. 402). However, a concern with focus group is the lack of anonymity due to the face-to-face participation.

Ethics comes into play when data is collected. Specifics pertain to all individuals included when data is being collected. Studies should not be conducted for a self-serving reason; they should be conducted in a way that keeps individual or group information confidential and the individual who is conducting the research should remain open minded and accept the results whatever they are. Also, subjects should not be forced to participate. All these things must be taken into account for

This article represents a focus group type of qualitative research. According to Qualitative Research Consultants Association (2015), in focus group qualitative research, a group of individuals who share a need, life circumstance, or habit relevant to the research issue(s) at hand are led in a discussion by a modulator. The focus group discussions often include between two to ten respondents, and are often held face to face. They can also be conducted remotely through videoconferencing, teleconferencing, or

In order to gather a lot of data, a focus group is recommended. According to Howitt D. (2013), an optimal focus group consists of six to ten participants (Howitt, 2013; Morgan, 1997). The fact that an experienced interviewer conducted the interview led to good control and desired data(Morgan, 1996). Furthermore, a thematic analysis provided a systematic overview of the results.

Jemma, the researcher and focus group moderator, has structured the discussion in the following way: to start with, Jemma provides a frame of reference for the focus group referring to the aim of her research, and summarizes the pre-formulated research questions that serve as openings to obtain such feedback (Nel, Romm, & Tlale, 2015). Focus groups are seen as providing a unique data source, and tend to emphasise their value in exploring participants’ knowledge and experiences and in helping to understand not only what people think, but also why they think the way they do (Greenwood, Ellmers, & Holley, 2014).

A Focus group is defined as a research technique that collects data through a group interaction, on a given topic from the researcher. Along with this definition are some essential components. Firstly, it states that, focus groups are research methods devoted to data collection. Secondly, it signifies the interaction of group discussion as a source of data. Lastly, it acknowledges the active role of researchers in establishing the group discussion in order to collect data (David, 1996.p.130).

One of the most prominent strength of focus groups is the ability to collect both

Conducting a study using humans as participants raises a variety of ethical concerns. This is why it is necessary to inform the participants of the purpose of the interview or focus group and what it plans to accomplish. Also, the privacy of each participant must be respected when publishing or distributing all research findings. If these requirements are not met, the study being conducted will in turn become unethical.

Only 5 cases were reported which limits study evidence. More number of cases should be observed to confirm the conclusion.

Marketing is selling the product goods and service by knowing the needs and wants of the customer and consumer (Kotler P, 2009). Marketing Management expertise has capable of knowing the change of an organisation to manage both the internal and external challenges of environment (Cant M C, et al, 2009). A company needs to classify the customer needs and identifies the demand of the supplying

We have chosen to build our strategy upon a focused strategy, since it allows a much more narrow approach towards the market segment. In this case we have chosen focused differentiation.

Many cosmetic brands are popping up recently, perhaps, due to the increasing consumers of products that beautify and enhance the physical appearance of a person. Even though the market is already full of the said cosmetic brands, the company L’Oreal Groups could still be considered as the leading supplier of cosmetics and hair-color. This study is a brief overview of the marketing concepts and strategy of the said company. The company profile will be presented to be able to give a clear view of the market to which the company belongs to. An internal and external (SWOT) analysis of the company will also be provided in this paper. Another area will be specifically devoted to