Introduction

For our focus group, we were able to find 7 individuals who were willing to participate and share their thoughts on the automobile industry. We had a diverse group, with participants from China and India, as well as a couple Canadians. This gave us lots of helpful data from people who were brought up in different settings and have different experiences with vehicles. We found our focus group to be very informative and it provided significant results and findings that we can use in our report. Some of the responses we were given to questions and discussions were predictable and as we expected, but others shed a new light on certain issues within our research that we think will prove to be extremely helpful. Moderator’s Guide

Prior to our meeting, we needed to come up with a plan for our moderator as a group. We stressed the importance of making sure the discussion was natural and free flowing so we could gain as much knowledge as possible, but at the same time there were specific things we needed to ask our subjects to allow us to further our research. To identify the information that was necessary to gather, we first needed to establish what we already knew about our topic from our secondary research. After doing this, we devised a set of questions that would help guide our discussion and give us the results we were looking for. These questions were designed to be open-ended and general so our moderator would be able to steer the discussion, and at the same time come up with other questions that had been sparked from participation. Below we have listed the main questions we asked our subjects and a explanation as to why we chose the questions, and what we were hoping to gain from them. Note that the first few questions are meant to be asked in order, but if people are volunteering information that provides information about other