Subject category:
Marketing
Published by:
IESE Business School
Version: 6/7/22
Length: 2 pages
Data source: Generalised experience
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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.
About
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.