Question: 1. What dilemma does HealthPlus face, and why has the company turned to focus groups for insights?
2. 8 Use Exhibit 7-7 to develop the recruitment screener for the research you described in your answer to question 5.
Question: Assume you are a manufacturer of small kitchen electrics, like Hamilton Beach/Proctor Silex, and you want to determine if some innovative designs with unusual shapes and colors developed for the European market could be successfully marketed in the U.S. market. What qualitative research would you recommend, and why?