Select a local company and one of its products or services. Create a 1,400-word

Question

Select a local company and one of its products or services.

Create a 1,400-word Discussion Guide for your selected product or service to be used during the course of a Focus Group that researches your product or services target market. In your plan, be sure to do the following:

Identify a problem or opportunity that may be facing that product or service.

Identify a primary target audience for that product or service in terms that relate to the audience's demographics, needs, or preferences as those relate to the product or service, and behaviors related to the category of or the specific product or service. The better you define them, the better the screener will be at recruiting the right people for the focus group.

Develop one overarching goal for the research.

Develop a discussion guide/script or exercises that will elicit the information needed to address your informational goal. Questions should be open-ended to encourage dialogue among the focus group participants.

Format the assignment consistent with APA guidelines.

Explanation / Answer

The service is a restuarant business. The problem a restuarant is facing is to cater to the different needs of the customers who are mixed group of peole with different ages and preferences. The restuarant mainly provides the traditional dishes that are most famous in that area. There is a college nearby to the restuarant which consists of high school students. The restuarant is specially suitable for dining rather than as a catch up point. Also due to traditional cuisine most of the students dont prefer to come to restuarant and go for fast food branded stores.

In order to attract the students and other customers the restuarant has started using barbeques at the weekdays with special offers in the menu. Initially the response was good and the restuarant was successfull in attracting a considerable number of customer. No sooner the restuarant got good business for its barbeques idea. But the problem is that the restuarant is suffering loss of sales for its traditional cusine in the week days.

The reasons for the customers change of preferences is partly due to their needs and preferences and partly due to the demographic factor of being near by to the college. It needs a focus group that can evaluate how the retsuarant can be promoted as suitable for both dining and barbeques.

The goal for the research is to find out the preferencs of the customers and the changes in business accordingly.

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