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Exercise
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Reference no. ME-0009-E
Subject category: Marketing
Published by: IESE Business School
Originally published in: 2022
Version: 6/7/22
Length: 2 pages
Data source: Generalised experience

Abstract

This is part of a case series. This exercise is designed to enrich students' understanding of the 'focus group' - a marketing research method used by organizations to generate behavioral insights. This assignment should be used together with Focus Groups (A) exercise. Students who have previous experience with conducting focus groups are asked to evaluate the design and procedure of the focus group conducted by their colleagues. They are also to suggest the ways to improve the study conducted by their colleagues.

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Abstract

This is part of a case series. This exercise is designed to enrich students' understanding of the 'focus group' - a marketing research method used by organizations to generate behavioral insights. This assignment should be used together with Focus Groups (A) exercise. Students who have previous experience with conducting focus groups are asked to evaluate the design and procedure of the focus group conducted by their colleagues. They are also to suggest the ways to improve the study conducted by their colleagues.

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