1. Put together a structured focus group of 3 people who have in common the recent purchase of a…

1. Put together a structured focus group of 3 people who have in common the recent purchase of a similar big-ticket item (ex. house, vehicle, television, higher education). (PLEASE REMEMBER, A FOCUS GROUP IS DIFFERENT THAN A GENERAL SURVEY)

2. Find out about the purchase through the focus group.

3. You’ll want to base your questioning on the Maslow Theory Model (see Maslow Theory below)

4. Compile the findings in tabular format and analyze them along with pertinent demographic information about the participants.

5. Report how their experiences apply to the Model. Be sure to list the structured questions used in the focus group.

MASLOW THEORY MODEL (after recognition of the need for the product)

a. Search for Alternatives
b. Evaluation of Alternatives
c. Purchase and Use of the Product
d. Evaluation of the Consumption Experience
e. Feedback
f. End of the Consumption Experience

 

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