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Qualitative Research Group Discussion Guide – Fleet Feet Sports
Tara Derivan
MKT/571
May 16, 2016
Dr. M. Dee Guillory
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Fleet Feet Sports
Fleet Feet Sports is a locally owned and operated fitness store run by the Glotzbier family
since 2002. This store specializes in providing fitness and running gear to individuals in the
Northern New Jersey area who lead an active lifestyle. One of the draws for customers to this
store is the individualized attention provided to them which include personalized shoe pairing,
training information, and community minded connectedness. Due to the “shop local” tag
associated with Fleet Feet Sports the company is interested in determining if their current
customer base, along with potential future customers, would be interested in running clubs,
running clinics, or group activities that are run privately by Fleet Feet Sports. The question would
include if these running groups would create additional customer loyalty by providing a service
not currently offered. This idea stemmed from customer comments about the lack of running
