Discussion Guide - Team Dynamo Walmart

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School

Seneca College *

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Course

411

Subject

Management

Date

Feb 20, 2024

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docx

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Uploaded by GeneralClover16594

Discussion Guide Template Names of Team Members Albin Thomas Ishan Bhagwat Aldrich Vaz Ibrahim Khasamwala Ajay Puthalath Shaun Kachroo Management Problem: Walmart People are not scanning all items at the self-checkout leading to loss of revenue and inventory. Marketing Research Objective: To identify why people are not scanning all items at the self-checkout leading to loss of revenue and inventory. Guiding Research Questions: RQ1: How do customers perceive the self-checkout experience at Walmart? RQ2: What are the primary reasons for customers not scanning all items at the self-checkout in Walmart? RQ3: What potential solutions or interventions can be explored to encourage customers to scan all items at the self-checkout and reduce revenue and inventory losses? Respondent Profile Write a brief description of the people that will be in the focus group. Include details like gender, age range, interests, and other relevant characteristics. Ans: This focus group consists of students currently enrolled in the sport and event marketing program between the ages of 20-30 years old who frequently shop for groceries at popular retail stores like Walmart, no frills and freshco. All of the respondents are students who shop for groceries on a budget. They also have different educational and cultural backgrounds which will provide more insights into the research. Introduction Write the introductory remarks to your participants for when you see them face-to-face. Introduce yourselves, set the tone, and build rapport. Explain the purpose of the focus group, 1

how long it will take (about 25 minutes), what they will be doing, and remind them of their incentive (if you’re giving one). Ans- Good afternoon to all. We are team Dynamo and we are here to speak to all of you regarding our research topic. Our members are Albin, Ajay, Aldrich, Ibrahim, Ishan and Shaun. We understand that your time is valuable and we highly appreciate the time and effort you will be taking in this process. This focus group's objectives are to learn important details about Walmart's self-checkout process and to comprehend why certain customers might not scan every item, which could result in lost sales and inventory. Your advice will be extremely helpful to us as we try to figure out the root causes of this problem and possible fixes. We'll be asking you some questions about your experiences and perceptions during the about 25- minute conversation. We promote direct and truthful communication. Answers are not deemed correct or incorrect, and your input will be kept private. Before we begin, let’s give a quick introduction before we get started. Kindly tell us a little bit about yourself and what your name is. This will facilitate our conversation and help us get to know one another. Once again, thank you for coming. Now, let's begin our focus group conversation. Topics and Questions Thinking of your Marketing Research Objective and RQs, create a discussion guide for a 25- minute focus group. Aim for 8 to 10 main questions in total. Include some sample probe questions that you might ask, such as “Why? Why not?” or “If they answer ‘X’, then ask them about ‘Y.” Some examples are provided on page 3. Remember to be conversational! Make it interesting for your participants and for you. For each Discussion Question, provide your rationale for asking it or connect it with an RQ, along with how many minutes you plan on spending on it. This will help you stay on time. The total time should be 25 minutes. See next page. 2

Complete the following Discussion Guide template for your team’s focus group. Discussion Questions Rationale for each Question or Connect to an RQ Mins Engagement Questions When you go shopping, how many people do you shop for? Introduction question 3mins Can you describe a recent self-checkout experience? How do customers perceive the self- checkout experience at Walmart? 3mins Exploration (Main) Questions When we say Walmart what comes to your mind? Word association-based question 2mins Have you ever encountered a situation where the scanner did not recognize the items you scanned? [Tell us about it…?] What are the primary reasons for customers not scanning all items at the self-checkout in Walmart? 3mins How do you feel about Walmart’s current self-checkout technology? How do customers perceive the self- checkout experience at Walmart? 2mins Are there any communication issues leading to customers not understanding the requirements or expectations of self-checkout? What are the primary reasons for customers not scanning all items at the self-checkout in Walmart? 3mins Do you think time pressure or sense of urgency is a factor in not scanning all the items? If so, how so? What potential solutions or interventions can be explored to encourage customers to scan all items at the self-checkout and reduce revenue and inventory losses? 2mins Are there any specific categories of products that you find difficulty in scanning? What potential solutions or interventions can be explored to encourage customers to scan all items at the self-checkout and reduce revenue and inventory losses? 3mins Wrap Up Question(s) Based on our discussion, what do you think Walmart should consider when addressing this issue? What potential solutions or interventions can be explored to encourage customers to scan all items at the self-checkout and reduce revenue and inventory losses? 2mins 3

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Any final thoughts that you would like to share based on the self-checkout experience at Walmart? Conclusion question 2mins Total Time 25mins Example Discussion Guide Discussion Questions Engagement Questions Introduce participants to each other. Make them comfortable with the topic of discussion with a few general starter questions. Examples: 1. Let’s start talking about ice cream. What is your ‘go-to’ place to get a scoop of ice cream? How often do you go? 2. What’s your favourite flavour of ice cream? Why do you love it? Exploration (Main) Questions These questions focus on your main topics of discussion. Examples: 3. Okay, let’s go around the table. When you hear “Dairy Queen,” what’s the first thing that comes to mind? 4. What are some reasons people go to Dairy Queen for ice cream? 5. How about the competition? What are some reasons people might go somewhere else for ice cream? (Probe: Which competitors, specifically?) 6. For you, what are some pros and cons of Dairy Queen restaurants? 7. Here’s an image of a child and his mother at an ice cream shop. The child is about to order his ice cream. What is his mother thinking? (Probe: Why is she thinking that?) 8. In your opinion, what are some healthy substitutes for ice cream? How to do they compare? Wrap Up Question(s) Closing question and check to see if anything was missed in the discussion. Example: 9. Wrapping up, please tell us: What suggestions do you have for Dairy Queen to create a healthier image? 10. We really appreciate your participation. Does anyone have anything to add? 4

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