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  • MR3 Group 6 Focus Group Discussion Guide

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    This document provides a sample focus group discussion guide about a campaign by Tiki e-commerce to promote their brand through sponsoring Vietnamese music videos. The discussion guide is structured to first introduce the purpose of the focus group and get introductions from participants. It then explores participants' awareness and perceptions of the Tiki brand and campaign through a series of open-ended questions. Questions examine factors like how participants discovered the campaign, what messages they perceive, and whether the campaign influenced their purchase intentions. The guide aims to understand customer perceptions of the brand partnership through this type of sponsorship.

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    This document provides a sample focus group discussion guide about a campaign by Tiki e-commerce to promote their brand through sponsoring Vietnamese music videos. The discussion guide is structured to first introduce the purpose of the focus group and get introductions from participants. It then explores participants' awareness and perceptions of the Tiki brand and campaign through a series of open-ended questions. Questions examine factors like how participants discovered the campaign, what messages they perceive, and whether the campaign influenced their purchase intentions. The guide aims to understand customer perceptions of the brand partnership through this type of sponsorship.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    2 views3 pages

    MR3 Group 6 Focus Group Discussion Guide

    Uploaded by

    Man To
    This document provides a sample focus group discussion guide about a campaign by Tiki e-commerce to promote their brand through sponsoring Vietnamese music videos. The discussion guide is structured to first introduce the purpose of the focus group and get introductions from participants. It then explores participants' awareness and perceptions of the Tiki brand and campaign through a series of open-ended questions. Questions examine factors like how participants discovered the campaign, what messages they perceive, and whether the campaign influenced their purchase intentions. The guide aims to understand customer perceptions of the brand partnership through this type of sponsorship.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 3

    SAMPLE FOCUS GROUP DISCUSSION GUIDE

    PREAMBLE (5 minutes)

    ● Thanks and welcome

    ● Nature of a focus group (informal, multiway, all views acceptable, disagree)

    ● There are no right or wrong answers – all about finding out what people think

    ● Audio and video recording

    ● Going to be talking about the campaign “Tiki goes with Vietnamese stars”

    ● Questions or concerns?

    INTROS and WARM-UP (5 minutes)

    Like to go around the room and have you introduce yourselves …

    ● Tell us your name

    ● Do you usually shop online?

    ● Which platform do you often shop on?

    ● Do you know about Tiki? Have you ever shopped on Tiki?

    ● Do you like watching music videos of Vietnamese stars?

    ● Have you ever heard of Tiki e-commerce?

    CUSTOMERS’ OVERVIEW TOWARD THE CAMPAIGN (10 minutes)

    ● Have you ever watched a music video sponsored by Tiki?

    ● Have you ever heard about the campaign “Tiki goes with Vietnamese stars”?

    KEY - FACTORS INFLUENCING CUSTOMER PERCEPTION WITHIN THE

    CAMPAIGN (30 minutes)

    You’ve all been invited here because you shop online on Tiki…

    If the interviewee knows about the campaign.

    ● Thanks to what music video helped you know about the campaign?
    ● What do you think attracts you the most in the campaign?

    [Explore – using Laddering technique – From “the campaign characteristics” to “customer

    characteristics”]

    ● What messages can you perceive from the collaboration?

    [Explore]

    ● Is there a harmony between the appearance of Tiki and the song?

    [Explore]

    ● What feelings do the messages leave on you?

    [Explore]

    ● Evaluate whether the sponsorship of Tiki leave their marks on you

    [Explore]

    ● Does Tiki succeed influencing your purchase intention?

    [Explore]

    If the interviewee doesn’t know about the campaign.

    ● What do you think about shopping online on Tiki?

    [Explore – using Laddering technique – From “Tiki characteristics” to “customer

    characteristics”]

    ● What is your impression of the campaign for the first time you heard about it?

    [Explore]

    CLOSING (10 minutes)

    ● Supposing Tiki’s marketers encourage you to know more about this campaign…What

    could they do?

    ● What is one last thing you want to say about the campaign “Tiki goes with

    Vietnamese stars”?

    ● Have we missed anything?


    DEMOGRAPHIC (5 minutes)

    ● Tell us your age/education level etc.?

    ● What is your monthly average income?

    Thank the respondents and close the session

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