Digital Marketing Specialization

Kevin Schafer | Digital Marketing Specialization | April 17, 2016
Grainger-BOSCH
DIGITAL MARKETING PLAN

Executive Summary
Grainger is a MRO supplier that has recently established a relationship with BOSCH Power Tools. .
Grainger has a job to do… Sell BOSCH Power Tools on grainger.com. Specifically increase sales of
BOSCH Power Tools by 10%. These two firms and their relationship will be discussed in this text
thoroughly. Eventually, a Digital Marketing Plan will be revealed.
A brief description of Grainger and BOSCH Power Tools will be explained…noting that one must
know itself before attempting to change the attitudes and behaviors of others.
To reveal a digital marketing plan for Grainger to implement, Grainger must understand the
consumers. Different phases of the Consumer’s Decision Journey will be discussed in context of 3
scenarios:
Scenario 1: Audiences that visit Boschtools.com, look at a power tool (for example a drill), but do
not visit Grainger.com
Scenario 2: Audiences that visit Boschtools.com, look at a power tool, and then visit Grainger.com,
login to Grainger.com, and visit the power tools category
Scenario 3: Audiences that visit Boschtools.com, look at a power tool, and then visit Grainger.com,
login to Grainger.com, and visit the plumbing category but not power tools.
Once these consumers are researched, certain business objectives will be critical for Grainger to
satisfy to sell more BOSCH Power Tools on grainger.com. These business objectives are: increase
brand awareness, influence consideration, and improve sales process. Key Performance Indicators
will become evident to Grainger in the satisfactory fulfillment of these business objectives.
A channel strategy for Grainger’s Digital Marketing Plan will then be recommended. It is
understood that Grainger is focused on using display advertising and email as mediums to increase
the sales of Bosch power tools. Specific TACTICs will then be introduced addressing two audience
categories: Users landing on Grainger.com directly, and Users landing on Boschtools.com first.
Finally, test and control methods are recommended: Surveys, Focus Groups, and Online
Monitoring.
ENJOY!!!
Please take particular attention to the Digital Marketing Tactics section in this paper.

Contents
BOSCH GROUP .............................................................................................................................................................3
Grainger............................................................................................................................................................................4
Customer Decision Journey (CDJ)............................................................................................................................6
Data Collection and Analysis .....................................................................................................................................8
Channel Strategy...........................................................................................................................................................12
Digital Marketing Tactics...........................................................................................................................................15
Test and Control Plan ................................................................................................................................................20
References......................................................................................................................................................................23

BOSCH GROUP
“I am not interested in power for power's sake, but I'm interested in power that is
moral, that is right and that is good.” Martin Luther King, Jr.i
BOSCH makes the right tool for your job.
The Bosch Group is a good and prominent global supplier of technology and
services. Its hope is to have you consider BOSCH’s products as having the solution
to your problem. For this paper, a further customer segmentation will be
discussed (Power Tools). These Power Tools are mostly sold in the United States.
The North American headquarters holds such brand names as Bosch, SKILSAW,
Skil, Dremel, and Measuring Tools. (All brand names are a part of the Power Tool
division)ii.
In a previous discussion with Grainger (a global supplier), it has been stated that
there is an interest of BOSCH to institute a relationship with Grainger to help
achieve a sales increase of Power Tools of 10% on Grainger.com. This makes
Grainger by definition a primary customer for BOSCH. A primary customer is
considered as the individuals or businesses towards which a business’s products or
services are purchased.
A primary customer and primary audience should not be confused. This makes the
relationship between BOSCH and Grainger a very unique one. When a business is
developing an advertising strategy for a new product, it needs to keep firmly in
mind the needs, characteristics, consumption habits and preferences of its
targeted primary audience. In this case, the primary audience is the secondary
customer. For further explanation, the utilization of Grainger as a supplier turns
the end user into the primary audience even-though Grainger will be the
purchaser of its Power Tools. (B2B vs B2C) Therefore BOSCH should gear its
marketing campaign towards General Contractors, Electricians, Plumbers,
Remodelers, Woodworkers, Framers, Landscapers, Carpenters, etc.iii
All and all, a relationship between BOSCH Power Tools and a company looking to
supply its products has a chance to be mutually beneficial and proving financially
lucrative for both parties.

Grainger
What tools help you get the job done? Grainger is a corporation who ultimately
wishes the answer to the previous question are products supplied by Grainger in
context of BOSCH Power Tools. Grainger is the largest supplier of the
Maintenance, Repair, and Operations (MRO) segment and has grown its selling
capacity as the 13th in sales in e-commerce in the United States. Millions of
businesses and institutions worldwide depend on on Grainger for pumps, motors,
hand tools, janitorial supplies, fasteners, and much more.
Having an easy to navigate website is the foundation for any digital business
campaign. Directing potential customers to its website is where different forms of
social media is utilized. For example, Grainger utilizes Facebook. Grainger has its
own page. This page is shown below.
Please note the NASCAR of Ryan Newman on the background picture. It appears
that Grainger is trying to magnify its core competencies of “speed and
convenience” by having such content. This content is also located on its TWITTER
site.
In addition to having a Facebook Page and TWITTER account, Grainger also uses
Google +, youtube, and Linkedin. Grainger’s Google + site and youtube channel
differ from the previously mentioned social media platforms. Grainger’s Google +

site puts a greater emphasis on the end user of its products. Its youtube channel
also focuses on the individual by taking you on a tour of recent trade shows, and
its Linkedin account describes its array of product offerings. The utilization of
Google +, youtube channel, and Linkedin shows a customer how they might use its
products whereas the Facebook and TWITTER sites focus on its Strength to supply
the customer’s needs in a fast manner.
“REMEMBER… IT IS IMPORTANT TO KNOW YOURSELF BEFORE YOU TRY TO
CHANGE THE ATTITUDES AND BEHAVIORS OF OTHERS”

Customer Decision Journey (CDJ)
An understanding of the decisions customers travel through will be discussed via
the following Scenararios…
Scenario 1: Audiences that visit Boschtools.com, look at a power tool (for
example a drill), but do not visit Grainger.com
In the Customer Decision Journey (CDJ), this scenario demonstrates the Initial
Consideration Set for the customer.iv This audience does not think of
Grainger.com when shopping for BOSCH Power Tools. Since BOSCH hired
Grainger to increase its sales of BOSCH Power Tools on Grainger.com, Grainger
should passively go after the new clients/this audience. To increase awareness of
Grainger as a supplier, I have a recommendation. The marketers at Grainger will
market BOSCH Power Tools by sending out a mass email to union stewards
advertising BOSCH Power Tools and offering special incentives to them when they
purchase from Grainger.com
The marketers will have to keep the following customer concerns in mind when
preparing their marketing strategy:
CDJ Customer Concerns
Initial
Consideration Set
Can I use a product I have used in
the pastto meet my need?
I don't know any platforms… what
social media platformshould I use
to get ideas of brands?
Analysis:
1. Total number of users of different social media accounts… Facebook,
TWITTER, InstaGram, etc.
2. Survey union stewards to find out what power tools they have been using
Scenario 2: Audiences that visit Boschtools.com, look at a power tool, and then
visit Grainger.com, log in to Grainger.com, and visit the power tools category

In the CDJ, this scenario demonstrates the Moment of Purchase of the customer. 1
Grainger has to realize that visitation of the power tools category by the customer
will offer all of the other brands.
Moment of
Purchase
Will theother brands be more
suited to meet my needs?
Is that "brand" to expensive for me
compared to the other brands?
Analysis:
1. Marketers at Grainger should validate the positioning of the product on
Grainger.com. They should position Grainger power tools at the top
2. Marketers at Grainger should do research on the products offered on it’s
website and offer coupons on the side of the webpage for discounts when
the item is purchased through Grainger.com
visit Grainger.com, log in to Grainger.com, and visit the plumbing category but not
power tools
In the CDJ, this scenario demonstrates the Active Evaluation of the customer. 1 The
customer is conducting research on what they need to fix their problem.
Answering the question: Will these tools satisfy my customer’s needs?
Active Evaluation
Do I have a lot of time to research
different brands?
How many of the product do I
need?
Analysis:

1. Survey union stewards on how busy they consider themselves to be/
correlate that answer with how busy the contractors (non-union) perceive
union stewards to be.
2. Research product offering on Grainger.com and verify the amount of the
product that can be purchased (Bulk vs. single item)
Data Collection and Analysis
The following Business Objectives will be discussed in the context of Grainger
being a supplier of BOSCH power tools: Build Awareness, Influence Consideration,
and Improve Sales Process. These Business Objectives were selected based on the
scenario(s) given.
Build Awareness:
As previously discussed Grainger is a B2B seller; however, Grainger is a B2C as well.
In the scenario that audiences that visit Boschtools.com, look at a power tool (for
example a drill), but do not visit Grainger.com is an instance where potential
customers need to think of Grainger when they think of Power Tools. “How many
people in the targeted audience has never heard of Grainger being a supplier of
BOSCH Power Tools?” would be a key question for marketers at Grainger to
answer. In order to answer this question, these marketers should create a mass
email to Grainger’s targeted audience introducing BOSCH Power Tools and
offering incentives when purchased from Grainger.com. To gather information on
how financially beneficial this can be to Grainger an analysis from Google
Analytics should be pulled telling the number of hand tool users in the targeted
audience. Another key question for Grainger (based on the recommendation of
mass emailing Union Stewards), is “How many potential customers are union
members?” This information can also be pulled from Google Analytics.v
Influence Consideration:
It has been determined that the scenario (audiences that visit Boschtools.com,
look at a power tool, and then visit Grainger.com, log in to Grainger.com, and visit
the power tools category does not lead to an increase of sales on Grainger.com) is
Business Objective Key Question Data -- Source(s)
How many people in the targeted audience has
never heard of Grainger being a supplier of BOSCH
Power Tools?
Audience using hand tools -- Google Analytics
How many potential customers are union
members?
Union membership -- Google Analytics
Build Awareness

an example when marketers at Grainger should influence the potential customer
to purchase BOSCH Power Tools. They should be asking themselves “What can I
do to attract users of Power Tools to BOSCH’s brand?” An analysis from Topsy
would want to be conducted on TWITTER to answer this question. Specifically,
pictures of projects created by past customers posted on its TWITTER account. 1
Another question marketers at Grainger should be asking themselves is “Are my
offerings of BOSCH Power Tools positioned correctly on Grainger.com?” Simply a
positioning of BOSCH Power Tools at the top of its Power Tools section on its
website would maximize audience visibility.
Improve Sales Process:
The business objective of Improving the Sales Process will help Grainger increase
its sale of BOSCH Power Tools by 10% on Grainger.com. One key question would
be for Grainger to answer is “Are my offerings of BOSCH Power Tools offered at
the right quantities?” If they are not, this can lead to a no-sale of BOSCH Power
Tools. The answer to this question may simply be validated and verified on
Grainger.com.
In the third scenario given of the “Audience that visit Boschtools.com, look at a
power tool, and then visit Grainger.com, log in to Grainger.com, and visit the
plumbing category but not power tools” should be noticed by doing an AdWord
Search of “Power Tools used in plumbing” Does this keyword search bring me to
BOSCH Power Tools? A wrong link will bring the audience to an unintended page.
What can I do to attract users of Power Tools to
BOSCH’s brand?
Pictures of projects created by BOSCH Power
Tools -- Topsy (TWITTER Pictures)
Are my offerings of BOSCH Power Tools postioned
correctly on Grainger.com?
Brand Positioning -- Website
Influence Consideration
Are my offerings of BOSCH Power Tools offered at
the right quantities?
Quantity Verification/Validation -- Website
Why does an internet search of keywords "Power
Tools used in plumbing" bring me to
Grainger.com/plumbing?
Plumbers needing assistance -- "Power Tools
used in plumbing" -- AdWord Tool sending user
to wrong link
Improve Sales Process

To properly create a digital marketing plan for Grainger advertising BOSCH
Power Tools, the previous business objectives will be discussed in greater detail.
Key Performance Indicators addressed
The first business objective discussed was building brand awareness. In this case,
the targeted audience does not recognize the name Grainger or even understand
that there is a relationship between the two businesses. In order to create this
awareness, Grainger will want to reach out to the audience interested in the use of
Power Tools and have the potential customer buy the merchandize on
Grainger.com. Grainger must first collect data on this audience. Grainger can see
how large the potential audience is, from free websites such as: The U.S. Bureau of
Census (http://www.census.gov/), Bureau of Economic Analysis
(http://www.bea.gov/), and Bureau of Labor Statistics (http://www.bls.gov) or
gathering information from Google Trends (KEYWORDs: UNION MEMBERSHIP).
The structure data retrieved from these recommended websites for the targeted
audience will be gathered from the following Key Performance Indicatorvi.
For Grainger’s proposed marketing plan, it is recommended to pull data on the
specific number of unionized workers from these websites or interest of union
membership on Google Trends. This number will give management the “go
ahead” on the digital marketing plan.
The second business objective, discussed previously, was Influencing
Consideration. Grainger has to create a digital marketing plan that influences
the customer at their moment of purchase to choose BOSCH Power Tools and not
some other brand. A key performance indicator would be click rate of different
brands on Grainger’s website. Where on the website is the most clicked on brand
creating a successful brand? Another key performance indicator to determine the
most popular brand would be the conversion/acquisition rate of this product. It
would be vital for Grainger to compare and contrast both figures to find a link
between the two Key Performance Indicators.
Business Objective KPI & Source Question…
Union Interest/Membership How big is our potential audience?
Google Trends
Brand Awareness

The third business objective stated in this project was to Improve the Sales
Process of BOSCH’s Power Tools on Grainger’s website. For some reason,
unknown to Grainger, potential customers are accessing information on plumbing
equipment when showing an interest of BOSCH’s Power Tools on BOSCH’s
website. Is this an error in technology? Is the webpage on BOSCH’s website
directing traffic to their power tools or on a wrong area on Grainger’s website?
This information can easily be collected by examining the key performance
indicator of bounce rate between the two websites.vii
Click Rate
Analysis of websites
Conversion/Acquisition Rate
Company Financial Statements What Power Tools are the highest sellers?
Where on the website is the most clicked
creating successful brand positioning?
Influencing Consideration
Bounce Rate
Analysis of websites
Is the same IP address being wrongly
directed from BOSCH.com to
GRAINGER.com?
Improve Sales Process

Channel Strategy
Creative without strategy is called 'art.' Creative with strategy is called 'advertising.'
Jef I. Richardsviii
Grainger needs to get creative when employing their digital strategy for BOSCH
Power tools sold on grainger.com… There are two audience categories defined in
this relationship that will be addressed in the following paragraphs.
Audience Category 1: Users landing on Grainger.com directly
Let’s start getting creative… Grainger wants to spark an interest in BOSCH Power
Tools from Grainger’s existing customers while attracting new ones. A marketer
working at Grainger has many avenues to choose from to increase sales of BOSCH
Power Tools on grainger.com. For instance, the marketer can suggest to create a
wallpaper advertisement.
A wallpaper advertisement is an ad format for which the page background is used
as an ad space. Generally, only the space framing the page (page gutters) is really
used for the ad.ix Wallpaper ad is frequently seen as a synonym of backgound skin.
The implementation of wallpaper ads will be discussed later with tactics that
Grainger should follow.
It is also important for Grainger to continue to gather information from new
customers to grow its in-house database. They already have a way to access this
information.

As you can see from the above picture, users of Grainger.com are asked to SIGN IN
or REGISTER Now. This effort (depicted by the text circled in red) will give
Grainger the information they need to Implement an email strategy.
The below graph shows how Grainger can use wall paper in conjunction with the
SIGN IN/New Registration section on its existing webpage. The specific details
will be discussed later.
It will be awesome for Grainger to implement an email strategy in their digital
marketing campaign addressing the issues brought up in the Business Objectives.
The reason Grainger should retarget an audience is because it is said that only 2%
of people that log on to a website actually make a purchase. Grainger should
retarget this 98% by sending out an email.x This too will further be discussed
later.
GRAINGER.com (Source) Advertisements (Digital) Event
New Customers Wallpaper New Registration
Existing Customers Wallpaper SIGN IN
New Customers Email Information of KPI verified
Existing Customers Email Retargeting after Bounce Rate is analyzed

Audience Category 2: Users landing on Boschtools.com first
Scenario 1: Audiences that visit Boschtools.com, look at a power tool (for example
a drill), but do not visit Grainger.com
For this scenario Grainger should simply create a banner advertisement. A Banner
Ad is a form of advertising that utilizes a graphic display to advertise a company. A
banner ad usually appears along the sides of a web page: at the top, bottom, left, or
right. They often take a rectangular shape and can contain both images and text.
Banner ads are published on a third party’s web page, whether it be another
company’s website or a search results page, and they redirect anyone who clicks on
the ad to the advertising company’s website. The advertiser pays the host website
for the banner ad depending on their arrangements.xi
visit Grainger.com, login to Grainger.com, and visit the power tools category
The Banner Ad was a success! It would be nice for Grainger to add user comments
of BOSCH Power Tools. This earned content will be extremely valuable for
Grainger, showing past positive experiences form customers.
visit Grainger.com, login to Grainger.com, and visit the plumbing category but not
power tools
This scenario was possibly attributed to a technological error. Bounce rates were
recommended for Grainger to use. It will be crucial for Grainger to discover the
failed link to improve its sales process.
All Scenarios…
Furthermore, Grainger should introduce Interstitials. Interstitials are ads that will
come up when you visit a page before you get to the actual content that you are
looking at. This will keep the BOSCH name fresh in the minds of new and existing
customers when registering or signing in to Grainger.com. Pop-unders can also be
used when BOSCH.com is left showing a relationship with Grainger. These tools
will be discussed in the next section: TACTICS
BOSCH.com (Source) Advertisements (Digital) Event
New Customers Interestitials New Registration
Existing Customers Interestitials SIGN IN
New Customers Pop-unders When site is left to grainger.com
Existing Customers Pop-unders When site is left

Digital MarketingTactics
For this Digital Marketing Strategy to be effective in satisfying the overall business
objectives, Grainger should implement the following tactics…
TACTICS: WALLPAPER
This wallpaper used on Grainger.com should be accessed when receiving details of
a BOSCH product. Keeping its wallpaper the same theme as BOSCH’s mission “to
improve the quality of life with Bosch products” keeps the wallpaper tactic aligned
with the overall business strategy.xii The constant message (Wallpaper) of BOSCH
Power tools is intended to increase the brand awareness. Does the customer
know what tool they are reading about? That is when these wallpapers could
come in handy.
TACTICS: EMAIL
A campaign Grainger will want to construct is an email campaign. It has the
possibility of receiving a high return on investment with an email campaign. The
investment tends to be low on a per contact basis, so that return can be quite high.
Email allows for mass customization, based on your database you can really
customize the message per user.

The above example illustrates Grainger targeting an existing customer. The below
example is intended for use by Grainger for new customers.
An email strategy by Grainger would be important to foster a relationship with a
potential customer. Particularly with things like email newsletters.xiii

To align with its business objective of Influencing Consideration Grainger
should send these emails out to union members in construction.
TACTICS: BANNER ADS
Banner Ads should be used on grainger.com to entice customers to purchase their
brand or meeting the business objective of Influencing Consideration.
The banner ad used on Grainger.com should be located on the left and shown to
the customer only when the BOSCH brand is clicked. It should be in “skyscraper”
form (Vertically repetitive). Grainger has lots of customers. It would be extremely
wrong for Grainger to show favoritism to BOSCH by putting up banner ads on
their competitor’s sites.
TACTICS: EARNED CONTENT
To add in the power of social media, Grainger should include some positive reviews
on previous customers of BOSCH Power Tools when accessing details about such a
product.

When addressing its business objective of brand awareness. Grainger has the
unique opportunity to capitalize on earned content on TWITTER by suggesting
that construction workers “tweet” a picture of their current project on their
TWITTER account profile page.
TACTICS: INTERSTITIALS
An interstitial (something "in between") is a page that is inserted in the normal
flow of editorial content structure on a Web site for the purpose of advertising or
promotion. It can be more or less intrusive and the reaction of viewers usually
depends on how welcome or entertaining the message is. An interstitial is usually
designed to move automatically to the page the user requested after allowing
enough time for the message to register or the ad(s) to be read.xiv An idea for
Grainger is to incorporate its TWITTER campaign on its interstitials. Below is an
example of how Grainger can Influence Consideration of its brand.

TACTICS: POP-UNDERS
Grainger should implement pop-unders for BOSCH Power Tools after a person
bounced off of its website. This could counter an issue it’s having with its business
objective of Improving the Sales Process. A Pop-under is an ad that displays in a
new browser window behind the current browser window.xv It lingers behind the
current browser window, appearing only after other windows have been closed.
This is a clever way for Grainger to appeal to potential customers. The pop-under
should be a specific tool based on what the customer was viewing last. Ex… USER
LAST VIEWED NAILS

Test and Control Plan
“It is not the beauty of a building you should look at; it’s the construction of the
foundation that will stand the test of time.” David Allan Coe
Hopefully, marketers at Grainger will realize that a strong Digital Marketing Plan
will path the way for long-lasting financial success. It is important to constantly
test and make adjustments to this plan to counter outside influences. There are
many techniques that Grainger could implement to test and control its Digital
Marketing plan meeting its business objectives. Three specific techniques will be
examined: Surveys, Focus Groups, & Online Monitoringxvi. These Test and Control
techniques will be planned for Grainger to meet the following business objectives:
Brand Awareness, Influencing Consideration, & Improving Sales Process.
SURVEYS
Surveys should be created by Granger to gather primary data (data that describes
the customer’s feelings). With the increasing importance of social media in
Grainger’s Digital marketing mix, online social media surveys are a great way to
figure out which social media channels it needs to pay attention to. Likes and
retweets only tell you so much. Surveys help you understand the “why” and will
give Grainger ideas on how to serve its market. Grainger should post marketing
surveys on Facebook or Twitter to gauge interest in its relationship with BOSCH
Power Tools.
Surveys will be an excellent way for Grainger to measure brand awareness
This information will give Grainger Earned Content. Grainger must ask itself:
Does your market even know you exist? Do they consider you a viable option, or
do they prefer your competitors. And most importantly, why chose Grainger?
These answers will give Grainger an insight to how well its products are being
perceived by its customers. This Qualitativedata will not only inform Grainger the
way it is perceived, but what it needs to improve as well. These surveys will be an
excellent tool when Users land on Grainger.com directly.
Surveying its customers to test branding and naming concepts will help Grainger
understand the attitudes motivations, and preferences of its customers, especially
Tactic Business Objective Test/Control Method Type of Research
Wallpaper Influence Consideration Focus Groups Secondary/Qualitative
Earned Content Brand Awareness Survey Primary/Qualitative
Interstitials Influence Consideration Focus Groups Primary/Qualitative
Pop-Unders Improving Sales Process Online Monitoring Secondary/Quantitative

in relation to its competitors. Gathering this information gives management the
data they need to adjust or realign a Digital Marketing Plan to be more financially
successful.
FOCUS GROUPS
A focus group is a marketing research tool in which a small group of people
(typically eight to ten individuals) engages in a roundtable discussion of selected
topics of interest in an informal setting. The focus group discussion is typically
directed by a moderator who guides the discussion in order to obtain the group's
opinions about or reactions to specific products or marketing-oriented issues,
known as test concepts.1 Focus Groups are recommended for Grainger to use
when trying to Influence Consideration of its products when implementing the
Tactics of Wallpaper and Interstitialsxvii. This Primary data can provide marketing
managers, product managers, and market researchers with a great deal of helpful
information, to entice people to choose Grainger as their supplier of BOSCH
Power Tools. Focus Groups can help Grainger determine where on the internet is
the best placement for its wallpaper and interstitials. They can also be influential
in content in these tactics by noticing applause rates. This Test and Control
Technique will be useful to gather information on customers that access
Grainger.com directly as well as customers that access BOSCH.com first. All and
all, by Focus Groups providing qualitative information from well-defined target
audiences (websites in this case), they can aid businesses in decision making and
in the development of marketing strategies and promotional campaigns.xviii
ONLINE MONITORING
This test and control technique should be implemented when attempting to
Improve the Sales Process. Online Monitoring is investigating one’s
digital/internet presence. The Quantitative Data of Bounce Rates of the two
websites will assist management at Grainger assume a correlation between a failed
link between customers searching for BOSCH Power Tools on BOSCH’s website
and those customers being redirected to Grainger’s plumbing home page when
accessed. Although Online Monitoring is instrumental in discovering a brands
characterization by reviewing comments about a brand, online monitoring is
recommended for Grainger to investigate bounce rates between these two
websitesxix. This will be secondary research for a possible primary assumption.

Hopefully, this quantitative knowledge will help management determine if a failed
link is possibly preempting a loss in possible sales for BOSCH Power Tools.
All and all, it is hoped, that with the Implementation of these ideas Grainger will
boost its sale of BOSCH Power Tools by 10% on grainger.com
WORD COUNT: 3989

References
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http://www.inc.com/encyclopedia/focus-groups.html
xix Clifton 2015 Lecture 3.1 Retrieved from https://www.coursera.org/learn/marketing-
channels/lecture/tP9JZ/3-1-3-key-concepts-in-market-research

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