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Assignment 2A: Focus Group Research Analysis
Mamie’s Pies
Due: February 23rd for Tuesday classes, February 26th for Friday classes; deadline is 11:59pm
EDT on deadline date
See your Professor for submission instructions
The purpose of Assignment 2A is to use qualitative primary market research to gain a deeper
understanding of the client’s challenges and opportunities. The research technique used in this
assignment is a focus group interview. The main emphasis of this assignment is the analysis of the
information given by the focus group participants, a description of what you learned and what it means
to the client’s business challenges and opportunities.
Parameters: No more than 4 pages of text (plus value-added attachments: tables, charts, etc.), 12
point font, 1.5 line spaced, 1 inch margins.
You will be graded on the completeness of your analysis and on the quality of the writing. Be sure to
identify the most significant information raised during the focus group discussion.
1. Focus Group Analysis
Analyze the results of the focus group interview by reviewing the recording that is posted on
Blackboard. It is strongly recommended that you view the video multiple times to get a complete
understanding of the various issues discussed during the interviews. Be sure to consider issues like
the appropriateness of the focus group participants, the kinds of questions that were asked by the
