| Title |
Smoke Survey China
|
| Introduction |
A focus group study to review smokers' preferences on cigarettes and the competitiveness of a cigarette brand in China; respondents aged from 18-35 were recruited in 2 weeks |
| Sample size |
- N=3 groups
- n=1 male group
- n=2 female groups
- Each group recruits 8 to show 6
|
| Country |
- China (Beijing)
|
| Recruitment Period |
- 2 weeks
|
| Methodology |
- Standard focus group
|
| Interviewing length |
- 2 hours
|
| Fieldwork period |
- 3 nights
|
| Quota |
- All respondents should smoke in the past 12 months
- All respondents should be aware of at least 3 brands of cigarette
- All respondents should age from 18 to 35 years old
|
| Investigation Area |
- To understand brand awareness, usage and preference on cigarettes
- To evaluate strengths and weaknesses of client's brand with competitors
- To nail down improvement areas from brand image to product
|
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