DISCUSSION GUIDE
INTRO: Thank you for agreeing to participate in an interview regarding the fine dining habits of millennials. We will record the interview for reference purposes. Be aware that the data we collect in this interview, as well as quotes you share with us, may be included in our in-class presentation and our book. Let us know if you have any questions along the way.
( Introduce yourselves by name before you get started.)
ISSUE A: LIFESTYLE 1. Describe where you currently live( city or suburbs.) PROBE: What do you like about living there? How long? What influenced your decision to live there? 2. Describe where you work. PROBE: Job title, day-to-day tasks. Do you socialize with your coworkers?
ISSUE B: MEDIA CONSUMPTION 1. How much time do you spend on your phone, computer, etc throughout the day? What do you use it for? PROBE: Do you use devices for both work and social purposes? What kind of apps do you have and use most often?
4. How integrated are your electronics in your decision-making choices? PROBE: Choosing / shopping for products and clothing, choosing lodging or restaurants. Do you consider peer reviews / advertising you see online when you make decisions? 5. How does your family influence this decision-making process? PROBE: If significant other, kids, other family members have an influence or not.
ISSUE C: GOING OUT TO EAT 1. How many times do you go out to eat in a month? PROBE: Going out to eat means anywhere. Is this an average amount for you? Would you like to eat out more or less? Do you eat out more on the weekends compared to the weekdays? Is dining out more of a social experience? 2. What kind of recommendations do you consider when going out to eat? Which do you value most? PROBE: Word of mouth, online reviews, features / editorials( food bloggers).
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