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6 marksMarketing Research

CAPE Management of Business Unit 2 · 2008 · Paper 2 · Question 4(a)

A Caribbean furniture company is conducting focus groups targeting Caribbean-Americans aged 25–55 who are primary household decision-makers interested in purchasing furniture for family back in the Caribbean. Participants cannot have affiliations with furniture companies, marketing, or advertising agencies.

State THREE main features of the focus group methodology.

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Other parts of this question

  1. 4(b)Define the term 'market segmentation' and outline THREE uses of market segmentation.[8 marks]
  2. 4(c)(i)Identify and justify THREE characteristics of the targeted Caribbean-American group.[9 marks]
  3. 4(c)(ii)Suggest ONE reason why members of the focus group CANNOT be affiliated with the other type of companies mentioned in the case.[2 marks]

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