In this way, the product questions are topical, current and focused upon the actual Kroger product line.
Before entering the focus group interview phase, the manager will write the questions and print them on customer response questionnaires passed out in the stores. The respondents who fill out the survey questionnaires in the store to prepare for the full focus group interviews will receive a Kroger gift certificate. The individuals that are interviewed in the recorded sessions will be paid for their time, with an individual interview requiring about an hour to complete. The key will be to develop open-ended questions about key products that are being introduced in the hypermarket store.
Data Analysis
The study will last anywhere from six months to one year, depending on the cash flow results from the store front. Those cash flow results will determine the formulation and reformulation of questions (to make sure that the questions are on target) driven by the products that are being introduced and withdrawn from the store shelves and also regarding customer attitudes...
The cash flow results and the results of the surveys will also determine which products or services are pulled and/or replaced from the Kroger hypermarket storefront.
Conclusion
Focus groups have been used extensively to successfully tweak and refine the marketing research efforts to tailor product and service lines. Grocery chains like Kroger and complex storefronts like a hypermarket are no exceptions to this and require a very refined effort that only the focus group can provide a corporation. It provides real customer feedback and in this way the market survey results can be customized for the wide variety of products and services under the big roof of a hypermarket.
References
Grocery chains. (2011). Retrieved from http://www.americancompanies.com/industry.asp?ID=Grocery
Chains.
Grocery retail at a glance. (2011). Retrieved from http://www.thekrogerco.com/operations/operations_grocery_marketing.htm.
