Keiser Physical Assault of Staff Inpatient Psychiatric Unit Focus Group Consider the following scenario: Student services at Keiser University want to cha

Keiser Physical Assault of Staff Inpatient Psychiatric Unit Focus Group Consider the following scenario:

Student services at Keiser University want to change the offered events. You are hired as an independent (qualitative) consultant to hold focus groups in thirteen campuses to come up with the suggestions of what kind of activities to be selected and suggest some programs.

Using the appendix b as a model (page 610 in the text book) develop a Focus Group Discussion Guide to conduct the focus groups. (25%)
Write the Instructions on how to conduct the focus groups that will go out to the campuses (13 of them) to accompany the Discussion Guide. (25%)
Elaborate in details what type of data are you going to be able to collect (quantitative and qualitative). (25%)
Describe in Details statistical analysis you will need to perform related to the outcome of focus groups. (25%)

Attached you will find the appendix to use as a guide >appendixb
Focus Group Discussion Guide*
Background
What if your firm manufactures cleansing products in multiple forms—deodorant bar, beauty bar,
cream body wash, gel body wash—and your customers are not using the best form for their skin types
and activity levels? You might use exploratory focus groups to determine what drivers motivate cus-
tomers to select the form they choose. Given the dramatic growth in this market, you want to hear from
women aged 16 to 50 and also from men aged 16 to 25. Also, you need to understand their trade-offs
when choosing a specific form.
You turn to a research specialist to conduct focus groups in three cities representative of the cat-
egory market. Prior to meeting the six groups (two groups in each city; two consisting only of teens),
researchers ask each participant to prepare two visual collages using pictures cut from magazines. One
collage is to reflect the participant’s perceptions and experiences with each form (regardless of personal
use experience). A second collage is to depict a month in the participant’s life. The Intro and Forms
segments of the discussion guide below reference these creative exercises.
How / why begin to use? Specifically, what remember about form then?
How find out about it? (ads, TV commercial, friends) What details remember about the ad—what show,
who in it?
REPEAT FOR ALL FORMS
C. LINE UP THE FORMS—When you think about these different forms, are they basically the same—just a
different form or do you think of these as different products with different results? Describe.
D. EXPLAIN CHART–Line these attributes up in the order you think is best to worst for each of the attributes
listed on the paper.
CLEANLINESS / SKIN CARE / GERM KILL / DEODORANCY / LATHER / SCENT/VALUE
Why put in this order? What experience / notice with this form for (attribute above)?
What about the form makes that difference?
How much do you care about (attributes above)? Why / not? Affect whether you’d buy it?
E. SHOW EXAMPLES OF BRANDS WITH BOTH BAR AND BODY WASH-
Oil of Olay / Dove / Lever 2000 / Dial
So to summarize with some specific brands, whether you have tried or not, what would you expect to be the
difference, if any, when using the bar of brand vs. the body wash?
What difference, if any, in how they make you feel emotionally after bathing with the bar vs. body wash?
BRANDS (30 min)
A. Now let’s focus on different brands. Write your favorite on your name card.
LINE UP EXAMPLES OF THOSE COMMONLY USED.
B. How many of you have used ? How often / long ago?
Why use / choose (at store)? What like (better) about
Why NOT use (more often)?
C. How many have tried Oil of Olay / Dove / Lever 2000 / Dial? Why / not (more recently)?
What associate with (brand above)? What stand for? What makes it different / unique vs. other brands?
E
Print Job: pages 610-611
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Personal Cleansing Form Drivers
Atlanta, Seattle, Phoenix
INTRO (15 min)
A. ALL ABOUT ME—name, family info, work, play, activities, interests. SHOW LIFE IN THE MONTH COLLAGE
B. AT SOME POINT ASK: How often shower / bathe?
Use fragrances / perfume? How often?
Use scented or unscented deodorant, lotions, etc?
FORMS (60 min)
A. LISTED ON EASEL “DEODORANT BAR, BEAUTY BAR, CREAM BODY WASH, GEL BODY WASH”
Here are the different forms of soaps available that we want to learn about.
How many have ever used _? Still using or moved on / rejected?
B. EASEL RESPONSES (BE SURE PICTURES ARE LABELED) Show and describe your picture collage (from
homework), as you tell what you like / not, what associate wl_ form.
What else like? / why use?
What not like about _? Why not using (more often)?
How compare to other forms—advantages / disadvantages?
What wish for this form … what would make it better / perfect for you?
*This discussion guide was developed by Pam Hay, an independent qualitative consultant for more than 24 years with a career focused
on consumable goods (personal care products, health and beauty aids, and OTC drugs). Her experiences include conducting focus
groups, individual depth interviews, ethnography home visits, and multifunctional consumer direct processes for the purposes of con-
cept development, advertising evaluation, insight exploration, consumer segmentation, and product development.

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