preview

Marketing Research Focus Group Report

Better Essays
Open Document

***Please note that the Problem and Research Objectives for this project were changed since the last report was handed in. For a definition of this new problem and its accompanying research objectives, please see Appendix A.

1. Primary Qualitative Research

1.1 Methodology

The qualitative research for this project included both focus group and in-depth interviews. All participants were females since that is the demographic towards which Rocco is catered and included both some of its existing and potential consumers. Each focus group and set of interviews was divided according to four different age segments: those under 20 years old, those in their twenties, those in their thirties, and those over 40 years old. These age ranges …show more content…

They generally preferred “stylish,” “funky,” and usually “colourful” products and identified quality as an unimportant factor when it comes to making a purchase decision. These respondents requested to be interviewed together, which proved to be favourable since it made them more comfortable and allowed for more thorough responses.
The second interview (Please see Appendix G) consisted of one individual, also of 16 years of age, who was a Canadian high school student. She resided in Cote-St-Luc. Like the previous interviewees, she also described herself as being price-conscious since her purchases are paid with her own money. Unlike the other 16 years old respondents however, quality was of higher importance for her when it came to shopping for clothes. She was also generally looking for “trendy” and “fashion-forward” clothing when she shopped.
The third interview (Please see Appendix H) was held with two Montréal teachers, one of 33 years old and the other of 38 years old. Both were mothers; while the former had one child, the latter had four. Both women had preferences for “classic” clothing that is “slightly trendy,” and both wanted good quality for good prices. They also tended to look for sales and convenience when shopping was of very high importance for them.

1.2 Analysis

Answers gathered from the two focus groups and from the three in-depths interviews were put

Get Access
Related
Get Access