5/27/2021

GROUP REPORT

Each group chooses one product/service and one segment,

then defines the problems and then the research objectives
Based on the research objectives and the contents of
each chapter, each group designs the discussion guide and
collect data via focus group.
Based on the theories and data, each group gives the
answer to solve the problems.

• From session 4 to session 10, each

group sends the discussion guide to the
lecturer after each session, lecturer
leaves comments to develop.

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SUMMARY OF MARKET RESEARCH DATA

Market
research data

Secondary
Primary data
data

Qualitative Quantitative
data data

Descriptive Causal

Survey Experimental

Observational Maholtra (2010, p.105)

and other data

DEFINE THE PROBLEMS BY USING SECONDARY DATA

Secondary data

Internal data External data

Published Computerized Syndicated

materials Databases services

Maholtra (2010, p.139)

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DEFINITION OF QUALITATIVE AND

QUANTITATIVE RESEARCH

• Qualitative research provides insights and understanding of the

problem setting, while quantitative research seeks to quantify
the data and, typically, applies some form of statistical analysis
(Maholtra, 2010, p.139)

ANSWER THE OBJECTIVES BY USING

FOCUS GROUP

• Design the discussion guide (a list of questions to ask the

interviewees)
• Collect data via focus group

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GROUP REPORT GRADING CRITERIA

1. Content (70%):
• Logic (30%): the argument in the report and conclusion need to be logical
• Consistency (30%): all parts of the group report need to be consistent
• Answer questions in the Q&A section (10%): answer the questions clearly, the answer has to
satisfy the person who raises the questions and the lecturer.
2. Presentation skill (20%):
• Fluency (10%)
• Connection (10%): it is required to have a connection between each part
3. Timing (10%):
• Present within 20 minutes. There will be a minus if the presentation is from 21 -25 minutes.
Over 25 minutes will have 2 minus
• Answer the question with 10 minutes

CONTENT OF THE REPORT

▪ Market overview
▪ SWOT analysis of the brand groups choose and the key competitor
▪ The problems and objectives of the company
▪ The research objectives
▪ Use of the theory behind the chosen topics that can support to define the
data to collect.
▪ Summary of the focus group
▪ The data analysis and consumer insights
▪ A set of marketing considerations that should be taken into account by
organisations targeting the segment.