Pakistan Institute of Fashion Design

Course: Marketing Research

Requirements for MR Group Project Deliverable No. 2

Title
Marketing Research Project: Exploratory Research through Focus Groups

Objective
The purpose of your second course deliverable concerning your Marketing Research project, is to
document the following:
1. The activities that your group engaged in to conduct exploratory research using focus groups,
including designing of the research, and its actual implementation.
2. The findings from the focus groups.
3. The development of a survey questionnaire, based on the key information requirements
developed from the findings of the focus groups.
This document will become the basis of the final part of your research projects involving the actual
questionnaire-based survey, leading to your final research report and group presentation.

Requirements
The following sections must be covered in your project proposal:
1. Design of the exploratory research based on focus groups
Your project proposal must adequately describe how you planned and designed the entire
activity, including the number of focus groups, the number and profile of participants, the
identification, prior to the sessions, of main topics and any sub-topics that you wanted to
explore, the timing, location and duration of the sessions, the role of the moderator and drawing
of conclusions and findings.
 2. Finding of the focus groups
You are expected to present the key findings from the focus groups sessions, in a structured
way, i.e., by presenting them under separate headings. Based on these findings you should list
the key information needs that you have identified, which will become the main focus of your
questionnaire-based survey.
3. Development of the questionnaire
Based on the findings from the focus groups, and the key information needs identified by you,
you should develop and present your questionnaire for the survey to be conducted. While
developing this questionnaire, you will be expected to apply the skills learnt in class pertaining
to question type and wording, and questionnaire structure and appearance. In addition, please
also mention the target segment for the survey, and how you plan to administer the
questionnaire to obtain the desired sample size.

Guidelines
1. Your project proposal should be a group effort. Only one submission is required for each group.
2. It should be between 1,000 to 1,500 words, approximately.
3. The first page should be a title page, stating the number and title of the group deliverable, the
title of your project, the names and roll numbers of all group members, and the date of
submission.
4. The entire document should be produced using a word-processor. Hand-written assignments
will not be accepted.
5. Text should be properly justified and the spacing should be at 1.5 lines.
6. Proper use of headings is also important.
7. This assignment will constitute 25% of your course grade.