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Tax assistance Topic Guide
due in two weeks Once again, visit the IRS website: http://www.irs.gov/individuals/article/0,,id=107626,00.html and other links that were provided in the last assignment. Make a note of the target groups that are eligible for these free tax assistance programs. Our client believes that the current advertising poster that is being used is not as effective as the older one that it replaced. However, there is no solid evidence to support opinions or hypotheses regarding why either of these might be more or less effective or what kind of information would make an advertising poster most effective. One possible way to initially explore this issue is to conduct focus group interviews with Texarkana MSA residents who are members of the targeted group. In a focus group session, we could observe people's reactions to each poster. From a group discussion, we could further get ideas on what kind of information and message a poster should carry. Below is a letter that could be sent to our client to propose such a project. If the client were to agree that focus group interviews should be conducted in the manner proposed in this letter, write the topic guide for this study. Refer to our Tax Assistance Screener assignment: your focus group interviews must be based on the same general research objectives that were outlined in that assignment. At the top of your Topic Guide, include the following information:
Within your Topic Guide:
For this particular Topic Guide:
Assume that you will be the moderator -- that you are not writing this for a stranger to conduct the session. This means that you do not need to write out all of the wording as if it will be read by someone. For example, you might list that participants will be asked to introduce themselves and might list the probes that go with that general area of discussion, but you do not have to write out all of the text of what will be said. Do, however, write all of the general questions that would be asked so that the details of the discussion are very clear to a client. That is, you are not writing this for someone else to run the session, but you must write it with sufficient detail so that the client can read it and know precisely what you intend to do in the conduct of the session. You are strongly urged to study the following examples before writing your topic guide:
Dear Ms. Ieress, As a followup to our phone conversation, here is a proposal to explore some initial answers to the kinds of questions that you had. Objective The present study would be an initial exploration into the effectiveness of the advertising posters that you have given to us. We are interested in answering questions regarding whether or not either of these posters is effective with the targeted audience and in exploring what kind of message would be most effective on an advertising poster. Methodology Our proposal is to randomly recruit Texarkana area residents, limiting respondents to a quota sample that includes people within the confines of Texarkana and some people who live in outlying areas (e.g., Ashdown, AR). The prospective recruit's location (i.e., zip code) and qualifications to participate in the program would be determined during telephone recruiting. We would like a sample of at least 48 Texarkana-area residents (six focus groups of eight people), with 36 from the local Texarkana area and 12 from outlying areas. We would over-recruit to ensure that we achieve this number of shows for the focus group sessions; our total number of participants could therefore be as high as 56. Each session would include at least one person who is of low income, at least one who is elderly, and at least one who is disabled. Focus Group Topic Areas Recommended discussion flow is as follows:
Analysis We will provide you with a topline report summarizing the results of and conclusions from these sessions. We will also provide you with a presentation of results and conclusions on our campus during our last class meeting. Timeline Our estimated timeline is as follows: Weeks 1 and 2: Recruit participants (telephone). Weeks 3 and 4: Conduct the focus groups (Week 3 Saturday, one week after end of recruiting). Weeks 5 through 7: Write reports; rehearse presentations in class. Week 8: Present results to you orally and in written report form. Budget Since the materials that we would consume are part of the normal, reasonable costs for a student, there will be no cost to you for materials. Since this is a student learning project, there also would be no cost to you for time. However, since students cannot be asked to incur the costs of long distance phone calls to outlying areas, you would have to allow these calls to be made from your shop. The focus group sessions can be run on our campus, so there would be no facility rental costs to you. However, you would be responsible for costs and arrangements for food. You would also be responsible for the payment of inducements to participants ($50 each to a total number of participants that is at least 48 and no more than 56). Ms. Ieress, please let me know if you need any additional information. If you believe that anything in our proposal should be changed, let us know as soon as possible. Thanks for this opportunity for our students to work with you. Sincerely, - Bob O.
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