PMartinez Wk 1 Discussion Guide

PMartinez Wk 1 Discussion Guide - Running head FOCUS GROUP...

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Running head: FOCUS GROUP DISCUSSION GUIDE 1 Focus Group Discussion Guide Patricia Martinez MKT/571 August 31, 2016 Patricia Estabrook
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FOCUS GROUP DISCUSSION GUIDE 2 Focus Group Discussion Guide The purpose of a focus group is to collect specific data in an effort to improve a product or service (Krueger, 2002). Those conducting a focus group may typically use a basic guide to facilitate discussion amongst the group. The following will focus on a cable company service. A set of question will be created as well as other pertinent information in regard to the discussion guide. The discussion guide is being created for ABC Cable Company. In recent months, the company has noticed a rise in the amount of customers they are losing on a monthly basis. In an effort to better understand why customers have chosen to discontinue service, the Company has decided to conduct a focus group. Upon initial research, the company has discovered those who have chosen to terminate service with the company tend to me of a younger demographic living in densely populated urban areas. When terminating service, customers were asked why and reasons ranged from price to TV lineup and packages. This has led the marketing team to believe that price for package lineup may be the issues. Further data is needed, thus a focus group is
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