MK9706: Marketing Research

& Analytics
Qualitative Individual Report

Dr. Shenaz Rangwala

shenaz.rangwala@northumbria.ac.uk
 General Specifications

• 1500-word assignment to be presented in report format using a title page,

contents page, clear structure, numbered headings and subheadings as required,
business formal language, and the correct use of Appendices.
• Your work should be fully referenced using APA referencing style.
• Double check your grammar and spelling.
• Write the report in third person.
• Word count excludes title page, references, tables/ figures and appendices.
• You are not required to collect any primary data.
• Consult your lecture slides and suggested books.
• Use quality and scholarly journals to strengthen your arguments
 Structure of the report

• The qualitative report will include three components:

1. Secondary Research to evaluate barriers and facilitators to business

growth in NE of England post Covid.
2. a sampling plan to recruit about 8-10 small and medium business
owners in this region (firms having employee size less than 250) as
subjects to conduct an online focus group,
3. Focus group: design the focus group discussion guide including the
objectives of the focus group study, that can be used to generate
discussions and a moderator’s outline (as discussed in this module).
4.
5.
Point to be noted

• In the report you just need to present a summarised

information on focus group- for example how you will do
it, where you will do it, ethical consent etc.
• You have to place the focus group discussion guide in the
Appendix.
Focus Group discussion guide

The main elements that should be included in Focus group discussion guide are:
• Objectives
• Moderator’s outline(roles and Responsibilities)
• Interview questions for Focus Group
•
Note: Please consult lecture slides and text books such as Naresh Malhotra, journal
articles etc to design a Focus Group discussion guide.

Most Important: Read the assessment brief carefully.