marketing research 28

Case Study: The Focus Group: 20% of the final grade

Read “The Focus Group” (attached below) and answer the following questions

1. What are Elspeth’s moral obligations to Peggy? To the client?

2. What detrimental effects could result from providing Peggy’s last name to the client?

3. What are some feasible alternatives Elspeth and Franklin should consider?

4. How should Elspeth and Franklin ultimately resolve this issue?

Formatting Requirements

Please follow the following formatting criteria:

  • Include your name, course name and number, date, and instructor name on the front cover.
  • Papers must be typed, double spaced (even between paragraphs), 12-point Times New Roman with margins no wider than one inch.
  • Use page numbers
  • Papers should be prepared in a word processing software (i.e., Microsoft Word, Open Office, or Rich text format.) Projects may not be submitted in pdf, docm, or .abw
  • Papers should be 3-5 pages in length. Pictures, Graphs and lists will not be included in the body of the paper. If you need these to support your facts, place them at the end of your paper as an addendum, referenced in body of your paper.

The rubrics below will be used in grading this assignment:

Paper Component

Level 0

Level 1

Level 2

Level 3

Moral Obligations

0 points

1 point

2.5 points

4 points

Describe Elspeth’s moral obligations to Peggy and the client.

The student failed to address moral obligations.

Moral obligations are described but there is little or no support from literature.

Some of the moral obligations are included and discussed but some are missing or only minimally discussed.

The moral obligations to Peggy and the client are thoroughly outlined and discussed in a comprehensive manner.

Detrimental Effects

0 points

1 point

2.5 points

4 points

List and describe the potential downsides to providing the client with Peggy’s last name.

The student failed to address detrimental effects.

Detrimental effects are described but there is little or no support from literature.

There is a partial discussion of the negative effects of providing confidential focus group information, including Peggy’s name, to the client.

The paper thoroughly discusses the potential downsides to providing the client with Peggy’s last name.

Feasible Alternatives

0 points

1 point

2.5 points

4 points

List all possible alternatives Elspeth and Franklin should consider.

The student failed to address feasible alternatives.

Feasible alternatives are described but there is little or no support from literature.

Some alternatives are discussed but not all are identified and discussed.

There is a thorough discussion of the possible outcomes Elspeth and Franklin should consider.

Final Resolution

0 points

1 point

2.5 points

4 points

This section lists and describes the best path forward in resolving the ethical dilemma faced by Elspeth and Franklin.

The student failed to address the best path forward for a final resolution.

Final resolution is proposed but there is little or no support from literature.

Some suggestions are put forward but no definitive recommendation is made for resolving the ethical dilemma faced by Elspeth and Franklin.

There is a thorough discussion of the best approach for resolving the ethical dilemma faced by Elspeth and Franklin.

Writing Style

0 points

1 point

2.5 points

4 points

The paper should conform to the writing standards stated above in the Format section using the APA Style Manual.

Contains numerous grammatical and spelling errors. The paper includes no outside resources as references. Organization is incomplete and inconsistent.

Writing is satisfactory but there are some errors that make comprehension difficult in parts of the paper.

The paper is adequately organized and the ideas are clearly expressed. There are a few grammatical and/or spelling errors. The paper users between 3-4 outside resources as references.

The paper is well-organized and the ideas are clearly expressed. The paper is free of grammatical and spelling errors and follows the margin, font, and page specifications. The paper uses 5 or more outside resources as references.

Total Possible Points

Level 0

0 or more

Level 1

5 or more

Level 2

12.5 or more

Level 3

20 or more

 
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