Focus Group Report Final

FOCUS GROUP REPORT
Hyundai
Rashell Luna
Braquel Walsh
Adrian Ruiz
Veronica Edera
Maya Clark
California State University Fullerton
Principles of Communications Research
Dr. Cynthia King, Professor
Conducted for Hyundai Automotive Group by Buzz PR

1
TABLE OF CONTENTS
EXECUTIVE SUMMARY 2
RESEARCH GOALS 4
METHODOLOGY 5
OVERVIEW
PARTICIPANTS
PROCEDURES AND MEASUREMENT 6
PROCEDURE
MEASUREMENT
PRE-SURVEY
FOCUS GROUP DISCUSSION GUIDE
SUMMARY OF RESULTS 8
IMPLICATIONS AND INSIGHTS 12
CONCLUSION 13
APPENDIX A 14
SURVEY SCREENER
APPENDIX B 15
APPENDIX C 22
CONSENT FORM
APPENDIX D 23
FOCUS GROUP TRANSCRIPT

2
HYUNDAI AUTOMOTIVE FOCUS GROUP STUDY
ADMINISTERED BY BUZZ PR
EXECUTIVE SUMMARY
In order to increase brand awareness for Hyundai’s fuel cell innovations, along with
increasing brand awareness for the entire Hyundai brand, it was necessary to find the
attitudes about Hyundai, their brand, and fuel cells through primary research by
conducting a focus group. The target audience for Hyundai’s social media campaign
and fuel cell product, the Hyundai Tucson, is Generation Y who are also known as the
Millennials and are people born between 1982 and 2000. The Millennials have much
different behaviors than any of the generations before them. In order to obtain a better
grasp on this generation's attitudes, thoughts, opinions, behaviors, and beliefs, a
voluntary group of participants between these ages have been purposively gathered to
be involved in a focus group. The participant criteria was that they range from the ages
of 20 to 30, have a valid driver’s license, have a car, and attend college. A series of
questions were formulated in order to seek out Generation Y attitudes and behaviors
towards fuel cell technology, Hyundai, and their brand as a whole to gain insights into
the mind of Millennials.
Hyundai Motor Company has created a new fuel cell vehicle, the Tucson. They want to
use this vehicle as a way to create brand awareness and show how Hyundai is pushing
the envelope in the automotive industry.
Hyundai wishes to increase brand awareness, strengthen brand perception within the
green car community, drive traffic to Hyundai dealerships, and drive traffic to
Hyundaiusa.com. In order to do so the research objectives are: motivations and
priorities in auto purchases, perceptions of Hyundai and competitor brands, interest,
concerns and engagement in environmental preservation and other social issues, and
knowledge, interest and concerns regarding alternative fuel vehicles.
Three moderators conducted the focus group in room 1406 of the SGMH building at Cal
State University Fullerton on March 3, 2015. Fourteen individuals were purposively
gathered and willingly participated in answering questions regarding general car
information, brand quality, and environmental issues. The various questions asked were
to gain insights on their attitudes of these topics. Prior to the survey, respondents were
asked to complete a brief survey which asked them general questions about their age,
gender, ethnicity, what year they were in college, personal car use information, and how
often they use social media.
In the discussion guide the general cars section briefly asked participants about their
general knowledge about different types of cars, the brand section focused on questions
about participants different car brand perceptions, the alternative fuels section asked

3
respondents for their thoughts on fuel efficient cars and alternative fuels options, and
the environmental and social concerns section focused on asking participants their
knowledge about environmental issues.
IN CONDUCTING A FOCUS GROUP WE FOUND THAT:
Gas mileage and fuel efficiency was very important to the participants because they were a group of
commuters.
Cost trumps the environment and the participants felt being green was expensive.
Family is very important when making a car buying decision.
Eventually we will have to stop using oil and turn to alternative fuel sources, the participants felt.
Toyota and Honda were repetitively referred to as reliable cars.
The participants were unaware of fuel cell technology, but once they learned about it they were
concerned about cost, availability, longevity, and scarcity of refueling stations.
The perception of Hyundai is that they have been stepping up their game.

4
BACKGROUND
Hyundai Motor Company has created a new fuel cell vehicle, the Tucson. They want to
use this vehicle as a way to create brand awareness and show how Hyundai is pushing
the envelope in the automotive industry. In order to be able to completely expand the
reach to the millennials and determine their behaviors and feelings the best way to do
so is through communication research. In this case primary research was conducted.
The feelings, attitudes, and behaviors of millennials will be determined through a focus
group, which will help to establish the most favorable way to reach this audience in a
social media campaign. Hyundai Motor Company wanted to learn how to:
Increase brand awareness
Strengthen brand perception within the Green Car Community
Drive traffic to Hyundai dealerships
Drive traffic to Hyundaiusa.com.
RESEARCH GOALS
To meet these goals, the following research objectives were set to collect needed
information:
Motivations and priorities in auto purchases.
Perceptions of Hyundai and competitor brands.
Interest, concerns and engagement in environmental preservation and other
social issues.
Knowledge, interest and concerns regarding alternative fuel vehicles

5
METHODOLOGY
OVERVIEW
To satisfy these objectives, a focus group was conducted with different people age
ranging from 20-30. A qualitative study was considered a necessary part of the research
process in order to establish, determine, and satisfy the objectives while also finding the
most relevant and valuable information. According to Michael Hyman in his book
Marketing Research Kit for Dummies, focus groups help “reveal subconscious
motivations for behaviors, and expose brand attitudes” (Hyman, pg. 253)1
.
PARTICIPANTS
The targeted participants for the study were adults, who were screened based on the
criteria of being between the ages of 20-30 years old and currently attending college.
These students were also screened by having a valid licenses and also owning their
own cars. The following participants were brought in by each research group to
participate in a focus group. Each research group provided one participant for the
discussion. The participants purposively volunteered for the focus group.
Fourteen college students participated in the focus group held at Cal State Fullerton
campus on Tuesday, March 3, 3015. In the group, there were 10 females and 4 males.
The range of ethnic diversity included 6 Asians or Pacific Islanders, no African-
Americans, 4 Hispanic or Latinos, 3 White or Caucasians, and 1 participant identified as
White or Caucasian and Hispanic or Latino. The average age of participants was 21
years old with a scope of 20-25 year olds. All except one participant has a valid license
and participants that do hold a valid license indicate that they do drive daily. All
participants are students in college, which included Sophomores, Juniors, and Seniors.
The majority of participants say someone bought/leased their car for them or that they
borrow/share their car with family or friends. There were 12 participants that felt they
had slight to moderate knowledge about cars and there were 14 participants who used
social media at least once a day.
1 Hyman, M. and Sierra J. Marketing Research Kit for Dummies. Hoboken: Wiley Publishing Inc., 2010. Print.

6
PROCEDURE AND MEASUREMENT
PROCEDURE
Each participant met at Cal State University, Fullerton in room 1406 of the SGMH
building at 10:00 a.m. on the morning of March 3, 2015. Together the participants were
asked questions by a moderator. Each research group had to bring in one individual
meeting the screening criteria to participate in the one-hour focus group.
When participants arrived, they were asked to read and sign the consent form (See
Appendix A) and complete a brief survey (See Appendix B) before starting the session.
The consent form reminded participants that the focus group would be videotaped and
that their identity would not be confidential, because it will be used by Hyundai. Each
participant had a name tag. Participants were seated on the left hand side of the room
with the moderator in the front. Prior to the session, the moderators encouraged the
participants to speak honestly and answer each question as thorough as possible. They
were told the results would be used to complete research findings and members were
advised that if needed they could contact the researchers directly. The moderator
proceeded through the question guide. The session last for about 60 minutes and
participants were thanked and dismissed.
In this focus group there were a total of 3 moderators. The first moderator, Stephanie,
introduced what type of research would be conducted and encouraged truthful
comments as well as ensuring every participant was engaged in the focus group.
Stephanie focused on questions regarding general car information and then passed it
onto the next moderator, Jesenya. Jesenya asked questions about different car brands
and brand quality. The last moderator, Tori, focused on environmental issues and
innovative technologies.
MEASUREMENT
PRE-SURVEY:
Prior to the survey, respondents were asked to complete a brief survey which asked
them general questions about their age, gender, ethnicity, and what year they were in
college. They were also asked about their personal car use, regarding how many miles
they drive throughout the week, whether they have a valid drivers license, how often
they drive, how much knowledge they have about cars, if they own their own car, and
how they purchased/leased their vehicle. The last question asked the respondents how
often they used social media. See Appendix B for a copy of the survey.
FOCUS GROUP DISCUSSION GUIDE:
The focus group questions were divided into 4 primary sections: General Cars, Brands,,
Alternative Fuels, and Environmental/Social Concerns.

7
THE GENERAL CARS section briefly asked participants about their general knowledge
about different types of cars.
THE BRAND section focused on questions about participants different car brand
perceptions.
THE ALTERNATIVE FUELS section asked respondents for their thoughts on fuel efficient
cars and alternative fuels options.
THE ENVIRONMENTAL AND SOCIAL CONCERNS section focused on asking participants
their knowledge about environmental issues.
In each case, questions started out very broadly with prompts offered as needed. For
example for The Brand section, questions began with, “What brands come to mind in
terms of top quality?” The following prompts included: “Which brands do you consider to
be of higher quality?” followed by, “How so?” When responses became exhausted, the
moderator introduced the next question or more specific questions to get participants’
opinions. See Appendix C for a copy of the question guide.

8
SUMMARY OF RESULTS
GENERAL CAR RESPONSES
Toyota was thought to be a trustworthy company by many participants, and 6 out
of the 14 participants said they drove a Toyota.
o Nicole said “I trust Toyota because of my family. All of my family bought cars Toyota, so it’s always been
really reliable for me.”
Family is a big factor when purchasing/leasing a car for many participants, their
family’s opinions and type of cars their family drives affects their car choices.
o Matt said, “Yeah, I talk to my father. He’s a smart guy, knows how to do business.”
o Brittany said that parents are important “because they pay for it.”
o Maryrose said, “Yeah, my older brother knows a lot about cars,” and Kimberly replied, “mine too.”
Price was a big concern for the participants; they liked all the innovative
technologies cars are capable of but they feel it’s out of their price range.
o Nicole said, “I think it’s the price at this point. It’s completely out of our range for a college student, so new
technology isn’t exactly our main priority. But it would be nice to know that there are cars that can like, drive
by itself, automated, there’s a lot of technology coming out.”
The participants all nodded in agreement when asked if they were commuters.
o Ian said, “I think it’s really important for me because I commute from Riverside, to here. Four days a week
o Matt said, “Yeah I’m commuting too.”
Gas mileage and fuel efficient cars was something most participants looked for
when buying a car; One participant said he was looking for it to get around 30
mpg.
o Matt said, he’d like “a little over 30,” mpg.
o Kimberley said, “Especially with gas prices.”
The participants believed that luxury cars had better safety ratings.
o Kimberly said, “I think it just depends, really who makes it. I mean, I have a Toyota Camry, but occasionally I
think that European cars have a lot of safety in them. Especially German-made, you have Audi, BMW,
Mercedes, etc. have better quality in safety."
Car features that they said weren’t as important was if the car was a
“convertible,” said Jeremy, or if it had a “sun/moon roof,” said Dulce.
The type of research the participants said they would do is look at the
manufacturer website, go to the dealership, test drive the car, talk to a family
member, view the commercials, and/or find out about the car by word of mouth.
o Matt said, “The manufacturer’s website, usually that’s where you get details.”
o Brittany said, “Commercials too. How they advertise all their stuff on the commercials and you want to go to
the dealership and ask them, test drive, like she said. There’s tons of things you can do to figure out what
type of car you want.”
o Nicole said, “I think I just buy into them more because I just go into word-of-mouth, like I hear Toyota Camry,
like oh guess what, Toyota Camry is a really good car. Or you know, some people are talking about FRS or
PRZ, and then I’ll look into that. Word-of-mouth and I think recommendations really set it apart.”
BRAND RESPONSES
The participants had mixed feelings when asked if brand matters.
o Ian said, “I honestly don’t think brand matters…”
o Maryrose said, “I look at their brand and consider their history.”
Luxury cars were thought to be safer and have more technology.

9
o Amy said, “I was going to say the safety in luxury cars is a lot higher, I think, than just the basic car.”
o Dulce said, “I feel like the luxury cars have the most technology, the most features in them, because they’re
more expensive?
o Kimberly said, “Yeah, usually the European cars, they have safety but they also have the luxury. I mean you
see that a little more.”
The participants thought of luxury cars to be Audi, BMW, Lexus, and Lotus
because they are expensive and well made.
o Amy said these cars are “luxurious.”
o Brittany said they’re “expensive.”
o Kimberly said “they’re well made.”
Kia and Hyundai were thought to be low quality by the participants, although it
was mentioned they have both stepped up their game; it was mentioned Ford
was low quality but not everyone agreed with that.
o Matt said, “Well Kia used to be pretty low quality but I feel like they stepped up their game the last couple
years.”
o Christine said Hyundai and then Jeremy said “they used to be but they stepped up their game a little bit in the
past couple years.”
o Matt said, “Ford’s an acronym for: frequently on roadside dead. So if you see those it’s true.” but Brittany
replied “I don’t know about that.”
The participants thought Toyota, Honda, Nissan, Mercedes, Volkswagen were
reliable and that Ford and Chevy were reliable for people such as construction
workers or ranchers who need big vehicles.
o Amy said, “Toyota. Honda...I think Honda’s last forever, you can drive them over 100,000 miles and they’re
still going.”
o Dulce said, “And then we’re talking about like just sedans and and Ford and Chevy for like big construction
people or like farmers or ranchers, you know, those are good quality cars because those are the cars that
they need to get the job done. But if it’s just a sedan you drive around in then.”
Hybrids such as the Toyota Prius were said to be economical.
o Matt said “Toyota’s got the Prius… They’re a hybrid. The cars are electric and gas.”
Tesla was said to be considered cutting edge and innovative technologically.
o Matt said, “When I can afford one, I’m going to buy a Tesla.”
Toyotas were said to run forever, are reliable and safe, and they’re the best first
car.
o Kimberly said, “they’re the best first car.”
Kia wasn’t a favorable brands, many thought they have a lot of issues.
o Nicole said, “We rented it for a vacation for about a week and there were a lot of problems. A lot of small
problems, like even the doors wouldn’t lock. And then the gauge was on the other side so we weren’t used to
that and we ran into a lot of gas problems. That was a bad car for us.”
Honda was felt to be a good starter car.
o Jeremy said, “good starter car.”
o Jennie said, “I feel like the acceleration isn’t as good as the Toyota Camry.”
Nissan was thought to be versatile
o Matt said, “I like Nissan. I had a Titan and that thing was a beast. Took it off roading and never had
problems...I feel like they are a pretty versatile car. Their exterior is pretty big on the inside, but it’s not like
a truck that has an open bed.”
Hyundai was thought to be sporty and stepping up their game; however,
participants also felt that no one talks about them and that there are better cars
out there.
o Amy said, “My friend had it and she drove it for 120,000 miles so it lasted her a long time.”

10
o Brittany said, “I feel like they were bad in their past, but they stepped up their game throughout the years
and all their cars look better on the inside and on the outside and the interior is really nice too.”
o Nicole said, “No one talks about them… There’s nothing wrong with them, I just think there are betters cars
to talk about.
The participants said that Hyundai’s are affordable but so are Toyota, Honda,
and Nissan and they had better things about them.
o Christine said, “I think you just have to look at the future and how you have it for so long and you’re driving
the maintenance on the car. I hear more good things about Hondas and Toyotas.”
o Matt said, “Yeah for affordable cars right now like that used to be one of their things. Like oh Hyundai is an
affordable car, but now any Honda, Nissan has affordable cars too now like 20 grand.”
ENVIRONMENT RESPONSES
Fuel efficiency was correlated with hybrids, small cars, Toyota, and good gas
mileage.
o When asked what came to mind when they heard the term fuel efficiency, Jeremy said “Hybrid car,” Nicole
said “Prius,” and Dulce said “Small… I think better gas mileage.”
The participants said they thought every brand had hybrids currently.
The participants said fuel efficiency was important to save money but many said
their felt saving money was more important than being environmentally
conscious.
o “Natalie said, “ ...my friend has a Toyota and they always make her start driving because it wastes less gas
on her car, aside from me that I have a Ford and it’s an Explorer…”
o Matt said, “At this stage of my life yes because commuting takes up a lot of gas and if you’re doing it four
days a week like a lot of us are, going to school you can save hundreds of dollar a week by selling switching
or selling your truck for something or whatever.”
They said that natural gas cars were cheap to buy fuel too but not all
the participants were aware of natural gas cars.
o Amy said, “At work one of our guys use the natural gas cars and it’s a 1.99 a gallon.”
o Matt said, “probably spends like $10 a week on gas.”
o Kimberly said, “This is my first time hearing about them.”
All electric cars were said to be beneficial in the long run but they were too
expensive for the participants currently.
o Well I feel like electric cars are good but I feel like in the long term you get the benefit in the long term
because it’s so expensive to buy like the outlet or whatever it’s called. My brother and I were just talking
about it they saying that there’s a study that you would get the benefit from it in a couple of years maybe 10
because of how expensive it is like it almost evens out the money that you’re wasting on gas. So in the long
term its good and if you have that kind of money it’s good.”
The participants did not know what fuel cell technology was but after the
moderator explained the technology they said they felt it would be really
expensive, they were curious about how it would look, longevity, accessibility,
cost of maintenance, and they were concerned about fuel station availability.
o Dulce said, “I’ve only heard of it. I never really heard anything about it just the concept of it but I didn’t know
anything about it.”
o Matt asked, “Are hydrogen atoms just combusting in your gas chamber and you’re just going?”
o Dulce said, “I think they’re going to be really expensive.”
o Dulce said, “Then just the availability would be pretty scarce in the beginning.”
o Ian said, “What’s the longevity for the car, like how long does a car like that last?”

11
o Nicole said, “Well, we haven’t exactly praised Hyundai’s history of performance so now that we found out that
they’ve been really working hard towards this and they are the only car company really working towards this,
it changes my perspective towards it, and what they have been putting their money into.”
Eventually, the participants said we will need to most away from oil.
o Matt said "I might go fuel cell. I just need to look into it."
o Nicole said, “I think in terms of the environment we all will convert eventually because oil, I don’t know, I
don’t know about oil lasting forever. Like eventually we have too. Help with the smog pollution. Like long
term. Long, long term.”
Although, many participant said they couldn't afford to buy products that
benefited the environment.
o Maryrose said "Money is kind of a big issue."
o It was said by Natalie that we need to help the environment but "changing our own car I feel like the chances
are very slim." Nicole then agreed and said "Unless it's more cost efficient."
The participants said maybe in the future when buying a car they will try to be
eco-friendly.
o Dulce said, “I think in the future. I just recently bought my car, but I would want to look into a car more eco-
friendly.”

12
IMPLICATIONS AND INSIGHTS
PRICE
All of our participants are college students, therefore pricing point is extremely
important. Focusing on affordability would be key in grabbing this audience.
Affordable fuel and gas were a huge concern for college students.
ENVIRONMENT
Participants seem to be aware and concerned about the environment while also
feeling that it is not their problem or they cannot do much about it. Showing them
the opportunity to help the environment while not giving up their needs or wants
in car. Doing this while still being affordable would peek interest in this group.
INFLUENCES
Participants seem to be commonly influenced by family and friends, a joint word-
of-mouth campaign could prove to be effective to influence buyers into consider
Hyundai over other auto-makers. A “tell-a-friend” campaign may bring success.
From this focus group, family seems to drive purchasing influence. Creating
memories and having a heritage seem to have an influence on this audience.
Hyundai was not a big point of discussion for this focus group. Changing the
conversation to talk about Hyundai would generate more interest among this
audience.
After hearing about the new innovative technology of the Fuel Cell, availability of
the vehicle was a concern. Highlighting the “exclusivity” of the vehicle would
create interest and buzz.
CAR QUALITIES
Since having an efficient mpg rating is important to the these participants, it
would be beneficial to highlight and/or explain Hyundai’s overall mpg rating and
also for the Fuel Cell
Special features are a popular attraction piece. A suggestion could be for
Hyundai to educate customers about the special features of their various vehicles
as well as the Fuel Cell.
Since the Fuel Cell is currently only available in Southern California, it is
important to recognize commuters and address their concerns.
Safety and luxury seem to be the most popular vision these participants had of a
great car, but it also indicates the price of a car. Hyundai should push safety and
luxury while conjointly pushing affordability.

13
CONCLUSION
In conclusion, there was a lot of information to be learned about the Millennials. The
conducted focus group provided a lot of insight on what Millennials think of cars, brands,
the environment, alternative fuels and social media use. It was learned that they all
were very money conscious. They believe that cars should be affordable, efficient, and
long-lived. When it came to brands, the majority of this group of Millennials felt that
luxury brands were more safe and reliable. Since the participants were money
conscious, the majority of the participant's actual cars were not luxury cars, but they all
agreed that luxury cars were the safest. When it came to environmental issues and
alternative fuels, there was a consistent agreement that being eco-friendly is very
important. In contrast, the majority of the participants agreed that having an eco-friendly
car would be very costly, but would pay off in the future. With that being said, majority of
them agreed that they do not have that kind of money to spend right now. Moreover,
Millennials all engaged in social media more than once a day.
In almost every other study or focus group, there are always some flaws, limitations,
and unavoidable difficulties. Some of these were the fact that majority of these
participants were Cal State Fullerton students. An idealized random sample would be
best to complete our qualitative study, but for the sake of our focus group it wasn’t
random sampling. In every research study, each answer and question needs to be
unbiased. Our information provided was in no shape or form biased, but our sample
wasn’t as random as we considered. Another drawback would be that there weren’t
enough participants present in the focus group. As any research study, a bigger sample
is always better. With a much bigger sample, we can get more insights and generalize a
population (i.e. Millennials) more appropriately. Furthermore, all of the data and
responses that were gathered during this focus group was helpful and valuable
information that can be used for providing in-depth information on Millennials and their
thoughts on cars.

15
APPENDIX B
Welcome and thank you for agreeing to participate today. I’m _________________,
this is ___________ and _______ and we will be leading the discussion today. We have
asked you to join us today to get some insights about your thoughts regarding different
automobiles and other issues. You will notice that we are audio and video recording
today’s session. That is simply so that we can go back later to review what was said for
our study in today’s session.
Have you all filled out the survey and signed the consent form? [Insure they have]. OK,
good. I want to remind you that your participation is voluntary and you may refuse to
answer any question or you may leave the session at any time. Your participation is
this focus group is not anonymous as results will be shared with students in this course
and with a real client. After the session is over, we will provide you with contact
information if you have any questions regarding this focus group.
We expect the session to last approximately an hour and a half. If you need to take a
restroom break, the men’s restroom is located out of the door, to the right, and down on
the hall on the left-hand side just past the stairs. The women’s restroom is located
down the hall to the right, near the stairs. We kindly ask you to please turn off all mobile
devices for the duration of the session.
We would like you to know that there are no right or wrong answers. We are simply
interested to know your opinions and experiences. This is an open discussion so we
want everyone to participate. We encourage you to respond to the comments that
others make. If you do not agree with something that someone else said, please, feel
free to say so. We do ask to please keep this a friendly and respectful discussion.
Are there any questions? Okay, then let’s get started.
ICE BREAKER QUESTION – First, let’s just go around and have everyone introduce
themselves and tell us what kind of car you currently drive.
OK, thanks. We are going to start by discussing some of your general opinions about
cars.
GENERAL CAR QUESTIONS
Think about the last time you bought or leased a car, or imagine that you are in
the market for a car today. What are some of the most important things you would
look for in a vehicle? (Prompts: What are your biggest priorities in choosing a car?
What things do you look for? What qualities are important to you? What factors
influence your decision? What else? Anything else? What’s a make or break for you?
Anything else that weighs into your decision?).

16
Are there any qualities or factors that come to mind that aren’t as important to
you in selecting a car? (Prompts: Anything about a car, that isn’t important to you in
deciding what to buy? Any factors that you don’t care about? Anything else that isn’t a
major factor to you?)
[If NOT mentioned]
What specific features do you find most important in a car? (Prompts: Are there
any specific features that you look for? [Just anything you would consider a feature] Any
specific features that you must have? Any features that you would really like to have?
Why? Anything else?]
How important are new technologies in selecting a car? [Prompts: Are there any
specific technologies that you look for? [Just anything that you would consider a
“technology”] Any specific technologies that you must have? Any technologies that you
would really like to have? Anything else? Why is that important?]
Is gas mileage something you look at in selecting a car? (Prompts: How important
is it? Why? Why not? What do you look for?)
If you were going to shop for a car, what would you do to research or get
information about different cars you might consider? [Prompts: How would you get
information? What would you do? Where would you go? Who would you talk to? What
type of information would influence your decision?)
Who influences your decisions when it comes to selecting a car? (Prompts: Who
would help you make decisions when considering different vehicles? Anyone else who
might influence your decision?)
BRAND QUESTIONS
Does brand matter when selecting a car? (Prompts: Is the brand of the car an
important factor in making a decision? How important is car brand? Is brand more or
less important than other factors? Which ones? Why? Why not?)
Do any of you have a favorite brand of car? What is it? (Prompts: Why/Why not?
Why do you like that brand best? Anyone like another brand? Which one? Why?...)
Do you think that some brands are better for certain types of cars or certain
features? (Which ones? For which types of cars? Are some brands better at certain
things? Which ones? Why do you think that? Anything else come to mind?)
What brands come to mind in terms of top quality? (Prompts: Which brands do
consider to be of higher quality? How so? Why do you think that? What makes you think
that? Where did you learn that? Any other brands that are better quality? Why?...)

17
Are there any brands that you consider to be particularly low quality? [Which
ones? How so? Why do you think that? What makes you think that? Why? Any other
brand you think are lower quality?”
What brands come to mind in terms of reliability? (Prompts: Which brands are more
reliable? Why do you think that? What makes you think that? Where did you learn that?
Any other brands that are reliable? Why?...)
Are there any brands that you consider unreliable? [Which ones? Why do you think
that? What makes you think that? Why? Any other brand you think are less reliable?”
Are there any brands that you consider more economical? [Prompts: Brands that
you think are a better price for what you get? Which ones? Why do you think that? What
makes you think that? Why? Any other brand you think are less reliable?”
What brands come to mind in terms of economy? (Prompts: Which brands are more
economical? Why do you think that? What makes you think that? Where did you learn
that? Any other brands that are economical? Why?...)
Are there any brands that you consider to be more cutting edge or “innovative”
in terms of technology? (Prompts: What brands do think are more cutting edge? More
innovative? More advanced technologically? Why do you think that? Any others?)
Do you care if a brand is more cutting edge or innovative? Why or why not?
(Prompts: Is innovation important? Do you think it matters for cars? Why or why not?)
Now let’s focus on some specific brands.
First, Toyota? What do you think of Toyota? (Prompts: What comes to mind? What
do you know about Toyota? Why do you think that? Compared to other brands, what
are some positives and negatives about Toyota? What makes you think that? Other
positives? Other negatives?)
How about Kia? What do you think of Kia? (Prompts: What comes to mind? What do
you know about Kia? Why do you think that? Compared to other brands, what are some
positives and negatives about Kia? What makes you think that? Other positives? Other
negatives?).
How about Honda? What do you think of Honda? (Prompts: What comes to mind?
What do you know about Honda? Why do you think that? Compared to other brands,
what are some positives and negatives about Honda? What makes you think that?
Other positives? Other negatives?)
What about Nissan? What do you think of Nissan? (Prompts: What comes to mind
what do you know about Nissan? Compared to other brands, what are some positives

18
and negatives about Nissan? What makes you thin that? Other positives? Other
negatives?)
What about Hyundai? What do you think of Hyundai? (Prompts: What comes to
mind? What do you know about Hyundai? What makes you think that? Where did you
hear/see that? Compared to other brands, what are some positives and negatives about
Hyundai? Why do you think that? Other positives? Other negatives?)
OK, thanks for your input, now I am going to turn over the discussion to __________
ALTERNATIVE FUEL INTEREST/CONCERNS QUESTIONS
Thanks, Hello. Now we’d like to get your thoughts on some specific car qualities.
When you hear the term “fuel-efficiency” what does that mean to you? (Prompts:
What does fuel-efficiency mean? How does fuel-efficiency relate to gas mileage or does
it? Any other thoughts about what it means? Anything else?)
When I say “fuel-efficient car” do any brands or specific cars come to mind?
Which ones? (Prompts. Are there any cars you think of as being more fuel-efficient?
Cars that use fuel more efficiently? Which ones? What makes you think that? Any
others?)
Do you care about fuel efficiency? Why or why not? (Prompts: Is fuel efficiency
important? How important? Why or why not?)
What comes to mind when I say “alternative fuel” vehicles? (Prompts: What does
that mean to you? What does “alternative fuel” mean? Do you know of any examples of
alternative fuel vehicles? Like what? Any others? [If they ask what it means, say that
there is no right or wrong answer, you are interested in what it means to them]
Do you care about alternative fuel vehicles? Why or why not? (Prompts: Are you
interested in them? Do you think they are important? Why or why not?)
Let’s talk about hybrid cars. What brands or specific cars can you name that have
hybrids?
What do you think about hybrid cars? (Prompts: What are some of the pros and
cons? Why do you think that? Anything else? What makes you think that? Does anyone
drive one? Has anyone driven one? What do you think about it?)
What about electric cars? Can you name any brands or specific models for
electric cars? (Prompts: What are some of the pros and cons? Why do you think that?
Anything else? What makes you think that?)

19
Have you ever heard about hydrogen fuel cell cars? [Prompts: What do you know
about it? Do you know how it works? What do you think about them? Or, if you don’t
know, do you have any guesses? What do you think it means?]
[If not, you can explain]. A fuel cell converts the chemicals hydrogen and oxygen into
water, and in the process it produces electricity.
What do you think some of the pros and cons of fuel cell cars might be? (Prompts;
What do you think the positives are? What about the negatives? Are there any
questions or concerns you would have about these vehicles?)
Do you know of any brands or models for fuel cell cars? What brands? Any
specific cars? (Do you know which brands are developing these vehicles? Which
ones?).
Do you think you would ever be interested in having an alternative fuel powered
vehicle? Why? Why not? [Prompt: Would you consider getting a hybrid, electric or fuel
cell car? Do you think you would ever consider buying or leasing one? Why? Why not?
Is there a type—hybrid, electric, fuel cell that you think you would prefer? Why/why
not?? Which? Why?]
How do you feel about the idea of fuel cell vehicles? (Prompts: Do you like it? Does
it interest you? Would you be interested in learning more about them? Do you care? Do
you have any concerns? What else would you want to know? Is there anything else you
would want to know about fuel cell cars?).
[If no one mentions it] Hyundai has developed a Fuel Cell vehicle called the Tucson
Fuel Cell. How many of you have heard of it? It isn’t available for purchase yet, but they
are leasing some of them. Toyota is also developing a fuel cell vehicle, but it isn’t on the
market, yet.
When you hear that Hyundai is the first to develop a fuel cell vehicle, does that
affect what you think about the brand? (Prompts: Does it influence what you think
about the brand? If so, how? Does it change your perceptions of the brand? How? Why
or why not? Do you think any differently about the brand?).
ENVIRONMENTAL AND SOCIAL CONSCIOUSNESS
OK, now we are going to focus very broadly and get your thoughts on
environmental issues and other social concerns.
First I’d like to know what you think are some of the major environmental issues
in society today? (Prompts: Name some environmental issues or concerns? [If seem
to be focused on auto-related, tell them they don’t have to be just auto-related, can be
any environmental issue they think is important] What types of things are happening
that are good or bad for the environment? Practices that are good or bad for the
environment? Anything else?)

20
Are there any particular environmental issues or practices that you think are
more important or critical than others? Which ones? Why? (Any issues or concerns
that are more important than others?)
Do you consider yourselves to be environmentally conscious? (Prompts: Why or
why not? How concerned are you about the environment? Why or why not?)
Do you do anything in particular to try to be more environmentally friendly? (If so,
what and why? Do you do it regularly? Why? Why not? Is there anything you would like
to do or plan to do in the future? What? Why? Anything else?)
Do environmental concerns ever influence any of your purchase decisions?
(Prompts: Are there products you buy or don’t buy because of environmental concerns?
Which ones? Why? Why not? Are environmental concerns an important factor? When
are environmental concerns more or less of a factor?)
Are there things that you know aren’t the best environmental choices, that you do
or buy anyway? If so, what? Why? (Prompts: What else? Anything else you do or
buy, even though it isn’t the best for the environment? Why?).
Are there any other social issues, concerns or business practices that are
particularly important to you? (Prompts: Any causes, social issues, controversies that
you really care about? Any other societal issues that matters to you? Any business
practices that you think are particularly good or bad? Like what? Why is that important?)
[If no response: any concerns about things people, governments or organizations do?
Anything about the way certain people or treated or the way things are done that you
have strong opinions about?] Like what? Why is that important?)
Have any of these issues or concerns ever affected your purchase decisions? If
so, how? (Prompts: Any issues, concerns, business practices that have led you to
purchase or not purchase a certain product? Any others? Anything else? Anyone
else?).
What environmental concerns, social issues or business practices come to mind
related to automobiles? (Prompts: What environmental concerns are there related to
cars? What else? Any others? How big of a concern are these issues? Any other social
issues or business practices that you think are relevant?)
Would any of these issues or concerns influence your auto purchases? How?
Why? Why not? (Prompts: Is the environment a concern in selecting a car? How?
Why? Why not? Are there any social issues or business practices that might influence
whether you bought a certain car? How? Why? Why not?]
We have covered a lot of topics today. That is all of the questions we have. Does
anyone have anything else they would like to add about any of the things we have
discussed? [If mention anything, restate what they say and thank them for their input.]

21
OK, then, we are done. We thank you for your participation in this focus group and we
sincerely appreciate the time you have taken to speak with us today. If you have any
further questions after you leave today, please feel free to contact the researchers
directly at the contact information provided to you.

22
APPENDIX C
CONSENT FORM
I have been invited to take part in a research project to study automobile preferences and related issues. This
research study will be conducted by students in the Communications Department at California State University,
Fullerton as part of a class project for credit. Their faculty advisor is Dr. Cynthia King, a Professor in the
communications department at California State University, Fullerton (CSUF).
If I agree to be in this study, I will be asked to complete a short survey and participate in a group discussion covering
various topics relating to automobiles, lasting an approximately one hour. I will not receive compensation from
completing this study.
This protocol contains no foreseeable risks. Therefore, there are no known risks associated with my participation in
this research beyond those of everyday life. Results from the study may add to our knowledge about auto consumer
behavior and perceptions.
Federal regulations require that all participants be informed of the availability of medical treatment or financial
compensation in the event of physical injury resulting from participating in the research. I am in good health and able
to participate in the study. I voluntarily assume the risk of possible injury or death my participation in the study may
cause. If I need emergency medical treatment, I agreed to be financially responsible for any costs incurred as a result
of such treatment. I understand and acknowledge that Cal State Fullerton does not provide health or accident
insurance. I have been advised to carry medical and hospital insurance on my own.
The researchers have explained the study to me and answer my questions. If I have additional questions or wish to
report a research related problem, I may contact one of the researchers, Megan, at thtmegangurl@csu.fullerton.edu,
or her faculty advisor, Dr. King, at 657-278-7631.
For questions about my rights as a research participant, I may contact the California State University, Fullerton
Regulatory Compliance Coordinator at 657–278–7640 or at irb@fullerton.edu.
Participation in the study is voluntary. I can discontinue or refuse to participate without penalty. Non-participation or
withdrawal will not affect my grade or academic standing.
I understand that the data collected will be videotaped as well as will be publicly available. The research team,
authorized CSUF personnel, along with industry professionals working for the automobile brands that are discussed,
and others may have access to the recording. I understand that this study is not anonymous or confidential. Any
information resulting from this research project that personally identifies my information may be voluntarily released
or disclosed by the entities without my separate consent.
In consideration of my participation in this research study, on behalf of myself, my heirs and assigns, I release and
hold harmless the State of California, the California State University trustees, Cal State Fullerton, and their officers,
agents, volunteers and employees from liability and responsibility for any claims against any of them by reason of
injury to persons or property, or death, in connection with my participation in this research study.
I have carefully read and/or I have had the terms used in this consent form and their significance explained to me. By
signing below, I agree to participate in this project.
Name of Participant (Please print):________________________________________________________
Signature of Participant: _____________________________________Date_______________________
Signature of Investigator: ____________________________________Date_______________________
Your signature below indicates that you are giving permission to audio/video tape your responses.
Signature of Participant:_______________________________________ Date_______________________

23
APPENDIX D
FOCUS GROUP TRANSCRIPT
MODERATOR 1: Welcome and thank you for agreeing to participate today. I’m
Stephanie, this is Tori and Jesenia and we will be leading the discussion today.
We have asked you to join us today to get some insights about your thoughts
regarding different automobiles and other issues. You will notice that we are
audio and video recording this session today. That is simply so that we can go
back later to review what was said for this study in today’s session.
Have you all filled out the survey and signed the consent form?
GROUP: Yes
MODERATOR 1: OK, good. I want to remind you that your participation is
voluntary and you may refuse to answer any question or you may leave the
session at any time. Your participation is this focus group is not anonymous as
results will be shared with students in this course and with a real client. After the
session is over, we will provide you with contact information if you have any
questions regarding this focus group. We expect the session to last
approximately an hour and a half. If you need to take a restroom break, the men’s
restroom is located out of the door, to the right, and down on the hall on the left-
hand side just past the stairs. The women’s restroom is located down the hall to
the right, near the stairs. We kindly ask you to please turn off all mobile devices
for the duration of the session. We would like you to know that there are no right
or wrong answers. We are simply interested to know your opinions and
experiences. This is an open discussion so we want everyone to participate. We
encourage you to respond to the comments that others make. If you do not agree
with something that someone else said, please, feel free to say so. We do ask to
please keep this a friendly and respectful discussion.

24
Are there any questions?
GROUP: No
GENERAL CAR QUESTIONS
MODERATOR 1: Okay, then let’s get started.
First, let’s have everyone just go around and introduce themselves and tell us
what kind of car you are currently driving.
BRITTANY: Hi, my name is Brittany and I drive a Ford Focus 2015
ICSAMAR: Hi my name is Icsamar Hernandez and I drive a Toyota Camry
AMY: My name is Amy and I drive a ’13 Ford Fiesta
NATALIE: My name is Natalie and I drive a Ford Explorer Sport
MATT: My name is Matt and I drive a Honda Fit 2012
JENNIE: My name is Jennie; I drive a Toyota Camry
DULCE: My name is Dulce, I drive a 2013 Volkswagen Jetta
CHRISTINE: My name is Christine; I drive a 2014 Toyota Camry
NICOLE: My name is Nicole and I drive a Toyota Corolla
JOHN: My name is John and I drive a Toyota Camry
KIMBERLY: Kimberly, Toyota Camry
MARYROSE: Maryrose and I drive a Scion XB
JEREMY: Hi, my names I Jeremy and I drive a Chevy Camaro
IAN: I’m Ian and I drive an Acura Integra 2004
MODERATOR 1: OK, thanks. We are going to start by discussing some of your
general opinions about cars. So think about the last time you bought or leased a
car, or imagine that you are in the market for a car today. What are some of the
most important things you would look for in a vehicle? Anybody can start.
MATT: Average mile per gallon

25
MODERATOR 1: SO is that something you all agree on?
[Group nods]
MODERATOR 1: Is that the only things you all are looking for?
BRITTANY: No, like room in the car. Not all tiny and compacted.
MATT: Yea, I want to be able to go up to the mountains and take my snowboards and
take my surfboards to the beach
IAN: Air conditioned
[Group laughs]
MODERATOR 1: Do you have an older car?
IAN: Yea
MODERATOR 1: Okay, so air conditioning, larger vehicle on the inside. How
about you?
[Points to Kimberly]
KIMBERLY: Safety
MODERATOR 1: Safety. Okay, and anyone else? Anything else you guys want to add?
You guys didn’t say anything over there.
[Points to group in the back]
DULCE: It’s nice.
MODERATOR 1: It’s nice? What do you mean by, “It’s nice?”
JOHN: Luxury
MODERATOR 1: A luxury car?
DULCE: Doesn’t have to be a luxury car. Just not crappy
[Light laughter]
MODERATOR 1: So, are you more likely to purchase a new car than a used car?
DULCE: Yes

26
MODERATOR 1: Okay, how about anybody else? Anyone else opposed to used
cars? No? Okay. How important is the car brand?
MATT: American-made
MODERATOR 1: American-made, okay. Anyone else?
AMY: Not important
NICOLE: I trust Toyota because of my family. All of my family bought cars Toyota, so
it’s always been really reliable for me.
JOHN: I agree
KIMBERLY: I think it just depends, really who makes it. I mean, I have a Toyota Camry,
but occasionally I think that European cars have a lot of safety in them. Especially
German-made, you have Audi, BMW, Mercedes, etc, have better quality in safety.
MODERATOR 1: Okay, so let’s go to the next question. Are there any qualities or
factors that come to mind that aren’t as important in selecting your car?
JEREMY: Convertible
MODERATOR 1: That doesn’t matter to you?
JEREMY: Not really, but mine has it
[Light laughter]
MODERATOR 1: Okay, anyone else? Just convertible?
DULCE: She said a moon roof [pointing to Christine]
MODERATOR 1: Oh a moon roof or sunroof, okay. What specific features do you
find most important in a car? Are there any special features you are looking for?
Other than space?
BRITTANY: Navigation
NICOLE: Sound System
ISCAMAR: Bluetooth
NATALIE: Gas mileage

27
MODERATOR 1: Okay, is there anything that you don’t have in your car now that
you would like to have?
IAN: Air conditioning
[Laughter]
MODERATOR 1: Alright, and so the next time you buy a car, air conditioning is
going to be your one. Is there anything that you really have to have?
KIMBERLY: Well, I’ve noticed now with the newer cars, they have that brake. Where if
you’re not noticing the road, it will brake for you
NICOLE: I am really looking for one that has a camera, so when you are baking up you
can see directly behind you. It will sensor if you are getting too close to the car
MODERATOR 1: Okay, so those innovative technologies that the cars are coming
out with
MATT: I don’t really have a center console, so that’d be nice to put some more stuff in
there.
MODERATOR 1: Okay, sounds good. So how important are new technologies in
selecting your cars? We kind of just talked about that, but are any of you guys
looking for a new car soon? And is that stuff you are going to be looking for?
NICOLE: I think it’s the price at this point. It’s completely out of our range for a college
student, so new technology isn’t exactly our main priority. But it would be nice to know
that there are cars that can like, drive by itself, automated, there’s a lot of technology
coming out.
MODERATOR 1: Okay. Well, you guys already said it, but is gas mileage
something you look at in selecting a car and then how important is it?
CHRISTINE: That’s most important
KIMBERLY: Especially with gas prices
IAN: I think it’s really important for me because I commute from Riverside, to here. Four
days a week
MATT: Yeah, I’m commuting too
MODERATOR 1: So we have a lot of commuters?
[Group nods]

28
MODERATOR 1: So what is about the range of gas mileage you are hoping for?
MATT: A little over 30
MODERATOR 1: Okay, if you were going to shop for a car, what would you do to
research or get information about different cars you might consider?
MATT: Cars that I want
MODERATOR 1: So where would, like how you do that?
MATT: The manufacturer’s website, usually that’s where you get details
MODERATOR 1: Would you talk to anybody else? Or is it just your own research?
MATT: Yeah, I talk to my father. He’s a smart guy, knows how to do business
AMY: I talk to people who have the car I’m looking at, see if they like the car
JENNIE: Sometimes I go to dealerships to look at them first
MODERATOR 1: Okay, how about you guys over here. Same?
CHRISTINE: Test driving
MODERATOR 1: Okay, so what type of information would influence your
decision?
NATALIE: If it’s a used car, maybe see if the car has been in an accident before. And
why it’s being sold again.
MODERATOR 1: Is there anything else besides just the manufacturer’s website
that would entice you to buy the car? Or influence you into buying it?
BRITTANY: Commercials too. How they advertise all their stuff on the commercials and
you want to go to the dealership and ask them, test drive, like she said. There’s tons of
things you can do to figure out what type of car you want.
MODERATOR 1: Is there anything in particular about those commercials that
catches your eye?
BRITTANY: Just particular cars that you personally like. Like some people like a
convertible, or some people like 2-doors, 4-doors, regular cars, whatever car is on the
commercial that interests you and you kind of think about it

29
MODERATOR 1: Okay, so the features that they tell you on there? Okay, is that
the same for…?
NICOLE: I think I just buy into them more because I just go into word-of-mouth, like I
hear Toyota Camry, like oh guess what, Toyota Camry is a really good car. Or you
know, some people are talking about FRS or PRZ, and then I’ll look into that. Word-of-
mouth and I think recommendations really set it apart.
KIMBERLY: Sometimes, I think I’ll look at those car magazines that have good reviews
on them. Or, I’m into Audis, so I’ll look at Audis that are out on the street.
MODERATOR 1: And then, who influences your decisions when it comes to
selecting a car? I know one of you said your dad, some said word-of-mouth. Is
there anyone else?
BRITTANY: Parents because they pay for it
[Light laughter]
MARYROSE: Siblings
MODERATOR 1: Siblings? So older siblings, younger siblings?
MARYROSE: Yea, my older brother knows a lot about cars
KIMBERLY: Mine too
MODERATOR 1: Right, okay. That’s pretty much all of our questions for this, so
I’m going to turn it over to Jesenia, and she is going to talk you about some other
things.
BRAND QUESTIONS
MODERATOR 2: Thank you, Stephanie. Alright guys so to begin, what brand, uh,
does brand matter when selecting a car? I know some of you talked about this in
the previous questions.
DULCE: I feel like now, nowadays it’s about the brand and what you look cool in, what
looks nice.
IAN: I honestly don’t think brand matters to me as long as the car gets me from point A
to point B safely, that’s about it, yeah.
MARYROSE: I look at the brand and I consider their history and how many people have
had accidents with American brand, how many people have had incidents with a
German brand, and so forth. So I think brand does kind of matter to me.

30
KIMBERLY: I just think it depends on, you know Toyota Camry is more known for its
safety and that sort of thing with that situation that occurred. And then going more into
the German engineer, I see a lot of Audi’s now or sometimes like BMW’s, Mercedes,
that seem to be more well-known now-a-days.
MODERATOR 2: Anyone else?
CHRISTINE: I think also looking into how long the car will last and the feature of it and
the wear and tear and if I’m going to have to fix it a lot.
MODERATOR 2: Okay, very good you guys. Okay, so do any of you have a
favorite brand of car and if so what is it?
CHRISTINE: Toyota.
MODERATOR 2: Toyota. Yeah. Anyone else?
MATT: I was driving a Nissan for a little bit and that thing could last, it was pretty nice. I
never had any problems with it.
MODERATOR 2: Wonderful. Does anyone else have a favorite brand?
ICSAMAR: I don’t really have a favorite brand. As long as the car gets me to places. So
my family they have, um, a history of Camry’s, Toyota Camry’s, so they’ve worked well.
MODERATOR 2: Um, so I asked if you guys has a favorite brand, well is there any
other brands you might like or maybe consider?
MATT: When I can afford one, I’m going to buy a Tesla.
[Laughter]
[Silence]
MODERATOR 2: Alright next question. Do you think some brands are better or
certain types of cars or certain features? For which types of cars, um.
DULCE: I feel like the luxury cars have the most technology, the most features in them,
because they’re more expensive.
AMY: I was going to say the safety in luxury cars is a lot higher, I think, than just the
basic car.

31
[Silence]
MODERATOR 2: Are some brands, uh, better in certain things?
[Group nods]
MODERATOR 2: What might be those qualities?
JOHN: Uh well, some cars are better for safety. Some cars are better for other things.
MARYROSE: Some have both, some are--
KIMBERLY: Yeah, usually the European cars, they have safety but they also have the
luxury. I mean you see that a little more.
MARYROSE: And then there are cars like BMW, Mercedes, Audi that are known for
speed.
MODERATOR 2: Okay, wonderful. So, what brands come to mind in terms of top
quality?
[Out of screen: Audi]
MODERATOR 2: Audi, okay.
[Out of screen: BMW, Lexus]
MODERATOR 2: Okay, Lexus.
MARYROSE: Lotus
MODERATOR 2: Lotus. Okay. And how so? So how are these top quality?
BRITTANY: They’re expensive
MODERATOR 2: Expensive?
BRITTANY: Yeah.
MODERATOR 2: Prices
AMY: Luxurious
KIMBERLY: They’re well made

32
MODERATOR 2: Well made. Are there any brands that you consider to be
particularly low quality? So we just talked about high quality but what are low
quality?
MATT: Well Kia used to be pretty low quality but I feel like they stepped up their game
the last couple years. So I don’t know, there’s not really a bad car if you buy a new car.
They’re all pretty, low shelf is still [raised hand from low to high].
MODERATOR 2: Okay so we have Kia.
CHRISTINE: Hyundai
JEREMY: They [Hyundai] used to be but they stepped up their game a little bit the past
couple years.
MODERATOR 2: Okay. Any other brands?
MARYROSE: I never hear anyone talk about Fords anymore.
MODERATOR 2: So Fords. So Kia, Hyundai, Ford.
MATT: Ford’s an acronym for: frequently on roadside dead. So if you see those it’s true.
[Laughter]
BRITTANY: I don’t know about that.
MODERATOR 2: So why do you guys think that? What makes these low quality?
In compared to the high quality cars? What are the features that are low quality?
MATT: Probably have to maintain it a little better, keep the oil levels up more often.
You’re probably not using synthetic oil, you’re probably using just basic.
AMY: I disagree, I have a Ford and I have no problems with it.
MATT: Well I’m not saying 2015 Ford.
BRITTANY: I know, there you go.
MATT: That’s pretty nice.
[Laughter]
MODERATOR 2: Any other features that makes you think that about them?

33
[Silence]
MODERATOR 2: Alright next question. What brands come to mind in terms of
reliability?
AMY: Toyota. Honda.
MODERATOR 2: Okay so Toyota and Honda.
BRITTANY: Nissan
KIMBERLY: Mercedes
MODERATOR 2: Alright, what brands are more reliable and why do you think
that?
AMY: I think Honda’s last forever, you can drive them over 100,000 miles and they’re
still going.
MODERATOR 2: Okay, so the amount of mileage you get within the amount of
time
DULCE: And then we’re talking about like just sedans and Ford and Chevy for like big
construction people or like farmers or ranchers, you know, those are good quality cars
because those are the cars that they need to get the job done. But if it’s just a sedan
you drive around in then.
KIMBERLY: I’ve noticed Volkswagen.
MODERATOR 2: Volkswagen?
KIMBERLY: Yeah
MODERATOR 2: What did you notice?
KIMBERLY: Well I mean, I see even like the older ones, they like, they still work. They
still run. They can still keep going.
MODERATOR 2: Does anyone else have anything else to say before we go on to
the next question, in terms of reliability? So are there any brands you consider
unreliable? Oh wait we just talked about that. Are there any brands you consider
more economical?
MATT: Toyota’s got the Prius.

34
MODERATOR 2: Toyota Prius. What makes it more economical? Like what are the
characteristics?
MATT: They’re a hybrid. The cars are electric and gas.
NATALIE: They’re smaller cars.
MODERATOR 2: And what brand?
NATALIE: The Prius as well.
MODERATOR 2: The Prius, so Toyota.
KIMBERLY: Volkswagen is like, you can get a brand new one for like, 18,000. So
prices.
MODERATOR 2: Any other brands you guys think of? Alright, what brands come
to mind in terms of the economy? So what brands are more economical and why
do you think that?
DULCE: I feel like every brand has a hybrid car now. So it depends on what you like
and how and if a hybrid is the car you go to.
MODERATOR 2: So hybrids?
DULCE: Yeah hybrids.
MODERATOR 2: Different alternative fuel
NICOLE: And those tiny cars like smart cars, those seem sort of economical.
KIMBERLY: Mini Coopers
NICOLE: Mini Coopers.
MODERATOR 2: Okay, Mini Coopers. Anyone else? Okay, are there any brands
that you consider to be more cutting edge or innovative in terms of technology?
GROUP: Tesla
MODERATOR 2: The Tesla? Okay. What are some brands that are more
technology advanced?
KIMBERLY: My brother owns a brand new Mercedes. Like the [inaudible] and that thing
is amazing. It’s very comfortable and it has all this technology like Bluetooth and all that
stuff. I don’t know, Mercedes always has to [inaudible]

35
NATALIE: Lexus had one too
MODERATOR 2: Any other brands that you can think are more innovative?
Anything coming to mind?
MATT: Google has a car that can drive itself. So they are coming out with that.
MODERATOR 2: I heard about that yes. So do you care if a brand is more cutting
edge or more innovative? Why or why not? Is innovation important?
MATT: I think cutting edge is more important than innovation because any car can look
like whatever as long as it runs from point A to point B that’s all you need.
MODERATOR 2: Anyone else? What matters more, cutting edge or innovation?
Do you think it matters for cars if they are cutting edge or more innovative?
NATALIE: It just depends on the person based on what thing that they’re looking for. So
if the person is well off then they can do something more cutting-edge. If they are more
economical or what they need in the car, then they would want innovation.
MODERATOR 2: Anyone else? Alright next question, so now let’s focus on
specific brands. First, Toyota. What do you think of Toyota? I know you guys
have various viewpoints on them let’s start with a few opinions.
AMY: They run forever.
NICOLE: Reliable.
CHRISTINE: Safety.
KIMBERLY: It’s the best first car.
MODERATOR 2: So I see a lot of you agreeing with that statement. Why is that?
[Silence]
MODERATOR 2: Compared to the other brands, what are some positives and
negatives about Toyota?
DULCE: I never owned a Toyota or driven one so I wouldn’t personally drive one. Just
no one in my family has ever had one so I wouldn’t buy one. It’s the last brand that I
would look into. It’s not that I think they are crappy, but from personal experience I just
wouldn’t buy one.

36
IAN: I think a negative… A few of my friends have Prius’, I think 2009 or something like
that. And recently they’ve just been dying out. I don’t know for what reason, but they’ve
just been dying out, so that could be a negative.
MODERATOR 2: So what makes you guys think about those statements that you
guys just said?
KIMBERLY: I think it just has to do with experience. I mean I grew up with either Toyota
or European vehicles. I mean growing up my brother had a Mercedes and a BMW and
back to a Mercedes. So I see that, but my mom is more into Toyota Camry and she
likes how it works, how it runs. She’s just more comfortable with it, my brother likes
more speed and the luxury.
MODERATOR 2: Okay, so now we just discussed Toyota. So what about Kia.
What do you think of Kia?
MATT: I don’t like the Soul. I wouldn’t drive it.
NICOLE: We rented it for a vacation for about a week and there were a lot of problems.
A lot of small problems, like even the doors wouldn’t lock. And then the gauge was on
the other side so we weren’t used to that and we ran into a lot of gas problems. That
was a bad car for us.
CHRISTINE: Kia stands for Killer in Action.
[Laughter]
MODERATOR 2: So why do you guys think those things and are there any
positives about Kia?
CHRISTINE: They have nice cars. I was thinking of getting one before I got the Toyota
Camry, but I hear from a lot of friends that they have a lot of issues so.
NICOLE: Yeah, but their advertising team. Their commercials are cool.
MODERATOR 2: You like they’re commercials, okay. Anything else about Kia?
DULCE: My brother has a Kia Optima and the only thing he hates about it is he doesn’t
get free oil changes and he just got it a year ago; so they don’t offer. So another thing
too, if you’re looking into having a new car, make sure they have good warranty.
MODERATOR 2: Okay, and you said that was a Kia Optima? Okay, so we just
talked about Kia. How about Honda? What do you think of Honda?
[Off-screen: Run forever]

37
MATT: It’s a pretty basic car. They don’t have that many gadgets on the face of the
console. Its super basic, gets you anywhere you need to go, just a little maintenance.
MODERATOR 2: Any other opinions about Honda?
JEREMY: Good starter car.
JENNIE: I feel like the acceleration isn’t as good as the Toyota Camry.
MATT: Small engine, compared to a lot of these cars
MODERATOR 2: Anyone else? Okay, what about Nissan? What do you think of
Nissan? I know a few of you mentioned that as well.
MATT: I like Nissan. I had a Titan and that thing was a beast. Took it off roading and
never had problems.
MODERATOR 2: Anyone else? Ian I see you shaking your head.
IAN: All I know is I had a friend who had a Nissan and that’s about it.
MATT: I feel like they are a pretty versatile car. Their exterior is pretty big on the inside,
but it’s not like a truck that has an open bed.
MODERATOR 2: Any other thoughts on Nissan?
CHRISTINE: My sister has a Versa and it seems like it just sucks up all her gas. She’ll
put $10 and it will fill up a little more than half a tank, but as soon as you put the pedal
to the metal it’s gone.
MODERATOR 2: What about Hyundai? What do you think about Hyundai?
Positives, negatives and why do you think that?
AMY: My friend had it and she drove it for 120,000 miles so it lasted her a long time.
MODERATOR 2: Okay so it lasted. Any other opinions about Hyundai?
CHRISTINE: I think they are sporty cars like the Elantra.
BRITTANY: I like the inside of them. I used to have a new Elantra and I got a different
newer car, but I like the outlook of them better on the outside versus my car now, like
the body lines are better on that car.
MODERATOR 2: Okay so I am hearing design, looks, any others that no one has
pointed out? What about negatives? Any negatives about Hyundai?

38
BRITTANY: I feel like they were bad in their past, but they stepped up their game
throughout the years and all their cars look better on the inside and on the outside and
the interior is really nice too.
MODERATOR 2: Okay so compared to the other brands, what are the positives
and negatives about Hyundai? Compared to Nissan?
NICOLE: No one talks about them.
MODERATOR 2: Why do you guys think that? Why does no one talk about them?
NICOLE: There’s nothing wrong with them, I just think there are betters cars to talk
about.
CHRISTINE: I think you just have to look at the future and how you have it for so long
and you’re driving the maintenance on the car. I hear more good things about Hondas
and Toyotas.
MATT: Yeah for affordable cars right now like that used to be one of their things. Like oh
Hyundai is an affordable car, but now any Honda, Nissan has affordable cars too now
like 20 grand.
MODERATOR 2: Any other opinions? Okay well thank you so much for your
input, now I am going to turn it over to Tory thank you guys.
ENVIRONMENTAL QUESTIONS
MODERATOR 3: Hello everybody so just a little quick reminder, don’t feel afraid
to speak up we want to get everyone’s input. So we are going to be talking about
specific car qualities referring to alternative fuels and things of that such. So I
want to start with, so when you hear the term “fuel efficiency” what normally
comes to mind?
JEREMY: Hybrid car.
NICOLE: Prius.
DULCE: Small.
MODERATOR 3: Why do you think small necessarily?
DULCE: I think better gas mileage.
MODERATOR 3: And brand wise what do you think has those? Just Prius
mostly?

39
KIMBERLY: Volkswagen has a car.
MODERATOR 3: Yes I have one so I totally agree. Okay so you think that when it
comes to fuel efficiency, mpg is big on it, you’re looking for that, and you would
classify that as a fuel-efficient? Okay, so when I say fuel efficient or small cars
what brands necessarily?
MATT: Honda’s been pretty consistent without having the hybrid just having good gas
mileage.
KIMBERLY: Volkswagen, in their commercial they announce it
MODERATOR 3: Ok so Volkswagen, Toyota, anyone else? So why...why does it
make you think that besides like Volkswagen I know they have their commercials
kind of a thing but for Honda, fuel efficiency, is it the commercials, do you see
that or is it what you heard?
MATT: I heard...no go for it.
NATALIE: By word of mouth like my friend has a Toyota and they always make her start
driving because it wastes less gas on her car, aside from me that I have a Ford and it’s
an Explorer and…
MODERATOR 3: You’re bringing up the bucks on that one.
NATALIE: Yea! Exactly.
MATT: I was watching the news the other day...actually it was a couple of years ago…
[Laughter]
MODERATOR 3: A decade ago it’s ok.
MATT: So this dude has a stick shift Honda Civic and he puts it in neutral every time
he’s at a stop light and he’s getting like a hundred miles to the gallon just because I
don’t know, he might be getting 30 or 40 but he’s driving so well like down hills.
MODERATOR 3: So you’re thinking like maybe stick shifts a little more fuel
efficient than automatics?
MATT: If you know how to drive them.
MODERATOR 3: If you know how to drive them correctly ok yea! So I know being
in college obviously money is not an easy thing to come across at our age but do
you think that fuel efficient is better than not, you know higher miles per gallon

40
obviously I heard you guys earlier talking about that but is that more important to
you really over everything?
MATT: At this stage of my life yes because commuting takes up a lot of gas and if
you’re doing it four days a week like a lot of us are, going to school you can save
hundreds of dollar a week by selling switching or selling your truck for something or
whatever.
MODERATOR 3: On average, for those of you that do commute, those four-day-a-
weekers, how much do you spend on gas?
IAN: Well recently, I just filled it up yesterday i was about 30 dollars but because gas the
past few weeks. Luckily it was like 20 dollars I hate it now.
MODERATOR 3: And you fill up about every week.
IAN: Yea every week if anything almost twice a week.
NICOLE: In December it was at 2.50 wasn’t it? And now it’s at 3.26 so he’s taking 25
dollars to fill up a full tank and now 25 dollars will only get me like half a tank.
MODERATOR 3: It’s unfortunate. Unfortunate world.
[CHUCKLES]
MODERATOR 3: So what about alternative fuel. What comes to mind when I say
that?
MATT: My buddy has a natural gas car and it has really good gas mileage. There’s only
a few gas stations for him, so it’s kind of a pain in the ass for him.
MODERATOR 3: What’s a really good gas mileage on that?
MATT: Probably spends like 10 dollars a week on gas.
EVERYONE: [agrees] yea.
AMY: At work one of our guys use the natural gas cars and it’s a 1.99 a gallon.
MATT: And you get the benefit of driving in carpool lane if you switch over to natural
gas.
MODERATOR 3: I hear a lot of you agreeing with that. Is that something that you
all mostly heard of is these natural gas cars?
KIMBERLY: This is my first time hearing about them.

41
NICOLE: This is my first time too!
KIMBERLY: But I think that’s awesome!
MODERATOR 3: So it’s half and half yeah but there are some people that
definitely have heard about them so it’s not something that’s completely gone.
IAN: I think what’s negative about it is just there are not a lot of gas stations for it so.
MATT: You have to plan out your day.
JEREMY: Yea you have to really map out where these locations are.
MATT: When I need gas I gotta go on my way to the next gas station or else I won’t
have gas wherever I go.
MODERATOR 3: So besides these natural gas run cars are there any other
alternative fuel options that you feel are acceptable?
KIMBERLY: Well I’ve been hearing that BMW has the electric right now but you can
also do like if you can't find a place to plug it in you can use gas as well so you can do
both ways. I can’t pronounce them but they aren’t just doing it for the sports luxury cars,
they’re doing it for all the new electric cars.
MODERATOR 3: Interesting. Ok does anyone else have any…?
NATALIE: Well I feel like electric cars are good but I feel like in the long term you get
the benefit in the long term because it’s so expensive to buy like the outlet or whatever
it’s called. My brother and I were just talking about it they saying that there’s a study that
you would get the benefit from it in a couple of years maybe 10 because of how
expensive it is like it almost evens out the money that you’re wasting on gas. So in the
long term its good and if you have that kind of money it’s good.
KIMBERLY: I heard the government actually helps you I don’t know cause when I was
looking at the new BMW sports luxury car, that’s electric, the guy was talking about how
the government actually pays you if you choose an electric car, they actually pay you
because you’re going green
MODERATOR 3: Interesting. Might be beneficial to a lot of people. So regarding
alternative fuels back again do you guys care about alternative fuel cars really or
is that just kind of like?
KIMBERLY: I think it’s cheap.
MATT: I’ll just ride along with my buddy through the grapevine.

42
MODERATOR 3: So you’re interested in them in the sense that they’re something
that you would possibly ever want to get or no? Ok. But do you think they’re
important?
NATALIE: In way like yes we all agree we need to help with the pollution and well agree
this and this and that but when it comes to we ourselves changing our own car I feel like
the chances are very slim.
NICOLE: Unless it’s more cost efficient
MATT: I feel like oil is going to run out eventually so we’re going to have to find an
alternative so we don’t rely on that.
MODERATOR 3: Ok, so let’s go back to hybrid cars. What brand specific cars can
you name that have hybrids?
MATT: Toyota.
KIMBERLY: Everything. BMW. I think every car now.
MODERATOR 3: Every brand.
KIMBERLY: Yea every brand, Mercedes has it, I don’t think Audi does. I haven’t heard
Audi has it but I know the other has it.
MODERATOR: So mainly like Toyota is the biggest thing that comes to your
mind. Ok. So what do you all think about hybrid cars then? Some of the
pros/cons of those.
DULCE: They’re expensive. We’re college students. I wouldn’t get one because they’re
expensive.
MATT: Well the Prius is still pretty cheap. You can get a Prius C for like um...20 grand I
think.
KIMBERLY: I think it just depends on the brand I think. I mean Lexus has it but Lexus is
expensive.
MODERATOR 3: So it’s more costly. You think mostly the cons of that is it’s just a
lot.
KIMBERLY: It’s just if it’s a luxury vehicle that does a hybrid, they’re more expensive.
MODERATOR 3: Right.

43
KIMBERLY: Luxury would be like Lexus, BMW, Mercedes and then going down it’s
more like Honda and then like Toyota.
MATT: My friend has the Prius C and like it only uses the electric when it’s going under
10 miles per hour, otherwise it’s on gas so I don’t know it doesn’t seem super beneficial
because I’m not driving down in parking lots my whole life.
BRITTANY: I’ve also heard too that the electric works under miles an hour in some cars
and so like when you’re on the freeway or wherever you’re at on the road that that kicks
in after you’re like whatever 55 miles per hour then the gas kicks in. I don’t know I don’t
get them.
MODERATOR 3: So has anyone ever driven a hybrid before like owned one
possibly? No? Just maybe been in one something like that? Did anyone answer
yes to having driven one before?
MATT: Yes.
MODERATOR 3: What do you feel about them like how do you feel driving them
versus the cars that you have now.
MATT: I don’t like to be seen in it.
MODERATOR 3: Ok, so exterior.
JEREMY: The acceleration is definitely different for electric cars or for hybrid cars. It
starts out electric and then as you go faster it’ll switch to gas but with the Camaro it’s
just like, [forward hand motion] just go.
MODERATOR 3: So something else, what about electric cars? Can you name any
just pure electric brand cars?
MATT: Smart Car?
MODERATOR 3: What?
MATT: Is the Smart Car just pure electric? I’m not sure.
KIMBERLY: Well Nissan did the Leaf a couple of years back it didn’t work out.
MODERATOR 3: Anyone else have any other brands that they’ve heard of? So
since none of you have really heard anything about them let’s move on to
Hydrogen Fuel Cell cars. Have any of you ever heard of that before? No? For
people that have heard about it what do you know about it.

44
DULCE: I’ve only heard of it. I never really heard anything about it just the concept of it
but I didn’t know anything about it.
MODERATOR 3: Has anyone else heard anything about it? So what do you think
they are, how do you think it works though if you’re just hearing about this for the
first time?
IAN: Do you put water in it?
MATT: Are hydrogen atoms just combusting in your gas chamber and you’re just going?
Good? Little bit?
MODERATOR 3: Essentially. I’m not going to tell you yes or no.
[CHUCKLES]
MODERATOR 3: So the guesses on that you know water, hydrogen atoms
combusting in your gas tank, um any other guesses, any theories maybe behind
those? So a fuel cell basically with the hydrogen fuel cell cars they… a fuel cell
converts the chemicals hydrogen and oxygen into water and in the process it
produces into electricity so it’s a lot safer than a bunch of hydrogen atoms going
in. So what do you think are some of the pros and cons of fuel cell cars maybe
then of knowing that?
DULCE: I think early on they’re going to be really expensive.
MODERATOR 3: Why do you think that? Just because of the technology or…?
DULCE: The technology it takes to actually get one or make one.
NATALIE: Some of the hybrid cars are more expensive right now or were in the past, I
feel like that most car companies have to learn how to develop it in a cheap way so that
it can be affordable and for everyone else more accessible.
MODERATOR 3: Besides costs are there any questions or concerns you guys
might have about these vehicles that you would look into or want to ask about
them?
NATALIE: Exterior of it too maybe.
MATT: Is it the same, like you just go to fill it up at a hydrogen fuel station?
MODERATOR 3: Yea.
MATT: Then just the availability would be pretty scarce in the beginning.

45
NICOLE: My friends actually have this kind of car. Luxury cars.
MODERATOR 3: So Hyundai is actually coming out with one, Toyota has one as
well. These are new technologies that they’re coming out with. Besides the
Hydrogen Fuel Cell do you guys know of any other brands or anything that does
have fuel cell cars? No, not really? So do you think that you would ever be
interested in having an alternative fuel powered vehicle?
NICOLE: I think in terms of the environment we all will convert eventually because oil, I
don’t know, I don’t know about oil lasting forever. Like eventually we have too. Help with
the smog pollution. Like long term. Long, long term.
MODERATOR 3: So would you consider getting a hybrid, electric, or fuel cell car
knowing what you know now.
MATT: Hybrid
MODERATOR 3: Anybody electric?
MATT: I might go fuel cell, I just need to look into it
[Out of screen: Too early]
MODERATOR 3: Do you think you would ever consider buying or leasing one?
[Group nods]
MODERATOR 3: Okay, so buying or leasing in particular?
CHRISTINE: Leasing
MODERATOR 3: Okay. So if not, does anyone have a why not?
MATT: I wouldn't want to lease it because then you could be stuck with it for two years,
then you could just buy but you're stuck with it until you sell it, but until then it’s yours.
MODERATOR 3: Okay so then how do you guys feel about fuel cell vehicles?
Something you may not know about but, how do you feel about them? Do you
like them?
MATT: Seems like technology is going in the right way. Giving us another option to get
our car [moving].
MODERATOR 3: Does it interest you at all?
MATT: Yeah

46
MODERATOR 3: Does it interest anyone?
IAN: What’s the longevity for the car, like how long does a car like that last? Do you
know?
MODERATOR 3: We don’t know
IAN: That’s just something to consider
MODERATOR 3: So that’s a factor you would put into that?
IAN: Yeah
MODERATOR 3: Would anyone not, like after this go and kinda look into it?
Would anyone not be interested really?
NICOLE: I would ask about it more but nothing like [mumbles].
MODERATOR 3: Do you care that this is new, this is something that is going
coming out?
NICOLE: [inaudible] generation to care. Next generation will be their problem to worry
about it [inaudible].
MODERATOR 3: Any concerns about this new idea coming forward
NATALIE: Probably accessibility because sometimes when, with the electric car and
hybrid car they were all limited and then the accessibility grew after that and people
were more familiar and comfortable with it. I feel like with this new technology people
are going to have to almost warm up to the idea.
MODERATOR 3: Ok
IAN: What’s the cost to fill it up?
MODERATOR 3: So that’s a concern and something you would like to know?
IAN: Yeah
MODERATOR 3: Going off of that, is there anything you guys would like to know
about fuel cell cars? Questions you were to have if you were thinking about
purchasing one or leasing one
DULCE: Would it be dangerous.

47
MODERATOR 3: So we got longevity, fuel dangerous
CHRISTINE: The maintenance, like would it be expensive to fix something that went
wrong.
MODERATOR 3: So I’m just going to put this out there, Hyundai has developed a
fuel cell vehicle called the Tucson fuel cell. Have any of you heard of it?
[Group nods no]
MODERATOR 3: It isn't available for purchase yet, but they are leasing some of
them. Toyota is also developing a fuel cell vehicle but it isn’t on the market yet.
So when you hear that Hyundai is the first to develop a fuel cell vehicle, does that
affect how you think of the brand?
NICOLE: Yeah it does
MODERATOR 3: Why?
NICOLE: Well, we haven’t exactly praised Hyundai’s history of performance so now that
we found out that they’ve been really working hard towards this and they are the only
car company really working towards this, it changes my perspective towards it, and
what they have been putting their money into.
MODERATOR 3: Okay, before you guys said that
IAN: I think it’s innovative but, as far as what the people who have the car. If it works
well is what I think would [mumbles]
MODERATOR 3: What else?
KIMBERLY: I think it depends, cause I mean going back to when someone did the leaf
[mumbles] the first electric car, but it didn't work. And now it’s like you're going back to
back to the electric car and every brand possible is trying to make these electric cars
and they are making it work. So Hyundai even though they are being the first ones to do
it, it might be a flop in a way and then in a couple years you’re going to have BMW
doing it and then Volkswagen doing it and Toyota Camry’s start doing it too and it
depends.
MODERATOR 3: So you mentioned it does change your perception a little of the
brand, I know before you guys said it wasn’t something great, so would this put
you into thinking differently about the brand and consider buying
MATT: When I think of a well-oiled machine, I think of a pretty sweet car, and just some
hydrogen fuel car, I don’t know doesn’t seem like a well-built gonna last car. I don’t
know, we already have things that have been around since the 40’s or [inaudible]

48
MODERATOR 3: [inaudible]
MATT: Change isn’t always best
MODERATOR 3: So now were gonna focus a little bit more broadly and get your
thoughts on environmental issues and some other social concerns. So first I’d
like to know what you guys think are some of the major environmental issues in
society today.
MATT: Pollution
DULCE: Using non-renewable resources
MODERATOR 3: Are these the only to environmental concerns in the earth
MATT: Deforestation
MODERATOR 3: Ok
NICOLE: [mumbles] especially in the ocean
MODERATOR 3: Are there any other related concerns regarding pollution
DULCE: There are cars being driven that just pollute so much and are still on the road.
MATT: I heard that electric cars the dead battery cells are going to be more dangerous
to our environmental [story] than the oil and lifetime of a car
MODERATOR 3: What types of things are happening that are good or bad for the
environment
MATT: Not related to cars? There is a little kid in England who just made up this water
machine that picks up trash and recycles it somehow. I don't know all the details but
he’s 12 years old and he’s a genius.
MODERATOR 3: Any practices you think are good or bad for the environment?
KIMBERLY: Compost
MODERATOR 3: Compost, okay. Go ahead
DULCE: Our ocean they can't keep up with us [mumbles] anything new that we put into
the environment our oceans and the organisms that live in there, we’re killing them
because the oceans can't keep up with us and we’re killing the planet.

49
NATALIE: [mumbles]
DULCE: [Agrees with Natalie]
MODERATOR 3: Do you think there are any particular environmental issues we
are practicing that are more important and critical than others going on? Why?
Why not?
DULCE: Carbon dioxide
MODERATOR 3: That’s a big one
DULCE: Yeah, I think part of the solution [mumbles]
MODERATOR 3: Um, so do you consider yourselves to be environmentally
conscious?
MATT: I was just going to say none of us seem too aware
[Laughter]
MODERATOR 3: I know, okay um, I mean are you, how concerned are you about
the environment?
DULCE: I think we all try to be, but it’s really hard.
MODERATOR 3: Because?
DULCE: Because, even here we’re not very ecofriendly on campus. We try to do things
but a lot of young people find things very expensive, to recycle and put recycle bins
around campus can be expensive and not everyone is going to follow the rules are
recycle.
MODERATOR 3: Okay. So going on, do you know anything in particular that
might be trying to be more environmentally friendly?
MATT: Well, in my environmental studies class there’s a website you can go on to
check your carbon footprint, it just asks you like basic questions and then how much do
you do this and this a day and it’ll tell you like how much waste you’re creating by your
personal means and you can just lower your own carbon footprint and then that would
help. I don’t know.
MODERATOR 3: Okay, do you possibly do that regularly?
MATT: No

50
MODERATOR 3: Okay so why not?
MATT: I don’t litter, I’m good about that.
MODERATOR 3: Are there any or is there anything any of you would like to plan
in the future to do environmentally?
DULCE: Reuse things and be able to recycle them
MARYROSE: I recycle and use my own water bottle [lifts reusable water bottle]
MODERATOR 3: Okay, anyone else?
[Out of screen: Just recycle more]
MODERATOR 3: Okay, so just recycle more. So do environmental concerns ever
influence any of your purchase decisions? Like are there products that you don’t
buy or that you do buy because of, you know, any kind of environmental.
DULCE: I don’t buy plastic water bottles, I reuse mine.
MODERATOR 3: Okay
NATALIE: I like the cloth shopping bags for groceries.
MODERATOR 3: Where you use them for that, okay.
NATALIE: They’re small things, not big things [mumbles].
MODERATOR 3: Do you think the environmental factors, environmental concerns,
are they are important factor in buying those? Such as the reusable water bottles
and the bags. Is that like the reason why you would buy them?
MATT: Feels like I’m doing my part when I do.
MODERATOR 3: Okay
MARYROSE: It
BRITNEY: Yeah, oh go ahead.
MARYROSE: It just kind of sucks because when you see a like they put an
environmentally conscious sticker on it, they kind of jack up the price a little, so you’re
going to choose the cheaper one, you know the less environmentally healthy one.
MODERATOR 3: So money might be…

51
MARYROSE: Money is kind of a big issue
BRITTANY: In Pismo and those areas you like have to have a reusable bag otherwise
you carry out your groceries yourself and so I’m not going to do that so I’m clearly going
to buy a reusable bag.
DULCE: I think they charge. It’s going to become illegal to get a plastic bag in California.
GROUP: Yeah
MATT: Yeah Grocery stores won’t even have them.
KIMBERLY: Yeah like I know with Sprouts if you bring your own bag you get like 5 cents
off for every bag you bring
MATT: I know certain stores that will charge you for using their bag, it’s like CRV but for
bags
MODERATOR 3: Okay so are their things that you know aren’t the best
environmental choices that you do or buy anyway regardless?
BRITTANY: Like water bottles. I buy like a whole thing of them because I don’t have the
time to keep refilling my reusable one, I just put one in my backpack, go to school, go to
the gym, wherever...I just have them.
NICOLE: Cheap clothes that use toxic dyes that are not safe [mumbles]
MODERATOR 3: Okay anyone else? So are there any social issues or concerns or
business practices that are particularly important to you? Any causes?
Controversies that you really care about? Or societal issues? Doesn’t have to be
pertaining to environment.
DULCE: Use of social media
MODERATOR 3: Use of social media? Okay how?
DULCE: Just like the way we use it I guess
MODERATOR 3: Do you think it’s a concern or…
DULCE: I think earlier generations after us is a big concern
MATT: I agree with that

52
MODERATOR 3: Why do you agree with that?
MATT: Because little kids are just in their kindergarten classrooms with their IPads,
taking test on there and doing everything on that little screen and they don’t realize that
there’s a whole world in front of them. Like at recess, I used to be playing jump rope or
whatever and everybody else is out there with their IPads and Gameboys and they don’t
know reality from….My buddy always says, I’m gonna get out in nature and I’m going to
leave my phone at home
MODERATOR 3: Okay so are there any concerns about things that people,
governments, or organizations do besides phones or children or technology?
DULCE: I think schools are using IPads now to reduce paper use, but it’s also
negative…. [mumbles]
NATALIE: But with those programs the technology is limited sometimes or the children
don’t have the technology in their homes. Maybe some children won’t know how to use
them so their test grades might go down too.
MODERATOR 3: Does anyone disagree with that? So have any of these issues or
concerns affected your purchase decisions?
DULCE: I mean when I buy my niece and nephew things I don’t buy them the newest
technology, I buy them play-do or board games
KIMBERLY: They’re brats anyway, so why deal with it
[Laughter]
MODERATOR 3: Anyone else? Maybe not pertaining to small children
necessarily?
[Silence]
MODERATOR 3: Okay so what environmental issues or business practices come
to mind related to automobiles? Okay so what environmental issues are related to
cars?
MATT: Carbon emissions
KIMBERLY: They’re all trying to change. They’re just complicating things. It’s just a
competition between brands. When a car is doing this and this, one is like oh they are
doing that and oh I need to copy that, it’s basically like the “Hunger Games” for
automobiles

53
MODERATOR 3: Okay so regarding these two concerns how big do you think
these are? Does anyone agree or disagree with anything
NATALIE: Well I feel like we always hear ideas about how to make our global
awareness more aware or better, but in terms of the fact of people actually getting
things are very limited just because maybe the price or
MODERATOR: Getting a car or?
NATALIE: Anything, anything, like solar panels or something more globally or better in a
sense that people…..It’s a popular topic, but the fact that people are actually changing
their ways to get things are very limited.
MODERATOR 3: So are there any social issues or business practices that you
think are relevant to these concerns/ issues?
[Silence]
MODERATOR 3: So would any of these issues or concerns influence your auto
purchases?
DULCE: I think in the future. I just recently bought my car, but I would want to look into a
car more eco-friendly.
MATT: the government would give you subsidies for like a solar panel roof or if you buy
a hybrid car
MODERATOR 3: Does anyone else have any other concerns on the car and the
environment?
[Silence]
MODERATOR 3: We have covered a lot of topics today. That is all of the
questions we have. Does anyone have anything else they would like to add about
any of the things we have discussed? OK, then, we are done. We thank you for
your participation in this focus group and we sincerely appreciate the time you
have taken to speak with us today. If you have any further questions after you
leave today, please feel free to contact the researchers directly at the contact
information provided to you.

Focus Group Report Final

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (11)

Similar to Focus Group Report Final

Similar to Focus Group Report Final (20)

Focus Group Report Final