WEEK 5.

2
Note for ASM 2:
Can make small change and make it shorter but must have 2 definitions: Operational and
Open question for the research, not copying the ASM1 objectives
What are the drivers and barriers for high school students to study abroad?
What are the drivers and barriers for movie watcher to go to the cinema?
What is the typical buying behaviour of target for booking travel tour?
What are the target’s attitude and perception about studying in the USA?
Any question to be asked that it make sense, what related to the client or related to the
industry challenge.
Can have 2 question for each of the target (client vs customer or single mom vs common
mom) or each of the situation (hate vs love), try not to have more than 2 questions.
Can have one question about 1st campaign and one for the second campaign.
One question for loyal customer and one for who left the brand.
In what way is primary qualitative focus group?
The timeline is in the future

Scope of work:
Dont need citation for the target in asm2, dont need psychographic by questions, just
demographic, geographic, behavioural (minimum what in the past 2 months, dont
make strict loyal requirement for the target)
If question about competitor, make sure the audience know about your competitor
If question related to communication such as FB, must ask question how frequency
do you use facebook or how often they visit your page?
Sample size and market, how many in HCM and how many in HN, should use table
Process: Briefing/Audio and Video Recording/Simultaneous translation (Vietnamese to
English)?
(If you need briefing, keep it, focus group can keep video recording, idi dont need video)
Deliverables: Audio/Video/Transcripts/Reports/Presentations is what the winning agency
must give you at the end of the project presentation, most of the client want the transcript,
video must have togrther w transcripts, one draft and one final reports in pdf form.
Request timeline of the project, the bigger the sample size the longer the recruitment.
If you have multiple cities, you must have travel time in case
2 - 3 weeks at least to write the first draft, to analysis and report draft
Give yourself time to check the draft and the date for d=final deadline, actual day.

Proposal elements is what they have to send to you (all the agencies not the winning
one)
A brief description of the organization, its capabilities, and its ability to implement focus
groups
Resume of proposed focus group facilitator (single person/ how many interviewers).
Overview of past experiences recruiting and/or working with target. (Exp: If fashion or
service industry, dont necessary)
If available, overview of past experiences working in specified markets . (Pick one of two)
Budgets must be sufficiently detailed to demonstrate reasonableness and completeness.
Dont write exact budget for the agency.
10 days - 2 weeks later, must write in days not weeks and exact time, any proposal after the
deadline is not considered.

In the questionnaire, not to mention your client because target may say more good things or
bad things, its biased not objectives