1. Market Research Costs Team E

2. Focus Groups

3. 0 Average session includes 4-12 participants, a moderator and a note-taker 0 Moderator asks questions and ensures conversation stays on track 0 Note-taker makes note of reactions

4. Focus Groups 0 Average session includes 4-12 participants, a moderator and a note-taker 0 Moderator asks questions and ensures conversation stays on track 0 Note-taker makes note of reactions Qualitative Data

5. Focus Groups Pros Rich information Observed reactions Cons Costly Limited anonymity

6. Focus Groups

7. Three focus groups: $15 600 Three focus groups: $15 600

8. Online Surveys

9. Surveys 0 Set of questions that participants are asked to answer 0 Open ended or closed ended questions 0 Questions follow a strict process

10. Surveys 0 Set of questions that participants are asked to answer 0 Open ended or closed ended questions 0 Questions follow a strict process Quantitative Data

11. Surveys Intercept A representative invites potential participants in-store Phone A representative contacts potential participants by phone Mail/E-mail A representative sends surveys to potential participants

12. Surveys Pros Ease of data collection Convenience for participants Cons Low response rates Risk of misinterpretation

13. Surveys 0 Intercept: 0 Average per survey cost: $17,500 + 2% 0 1000 respondents: $280,000 0 Telephone: 0 Average per survey cost: $40 0 1000 respondents: $40 000 0 Difficult to achieve 1000 respondents due to non-response rate 0 Online: 0 Monthly Costs: 0 $17/month; limited survey flexibility 0 $24/ month; comprehensive survey adjustments