Suppose you are conducting market research for your favorite hotel or restaurant
brand. Sales have been lagging for two quarters, and you are determined to find out
why. You decide to host an in-person focus group to gain customer insights into your
brand’s current product offerings. You are also interested in obtaining feedback on a
new product that your brand plans to launch in the next six months.
a. Determine the makeup of your focus group. Who should be invited to the focus
group, and why?
b. What types of information would you want to obtain? Identify possible questions
to present to the focus group.
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