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Marketing - Qualitative and Quantitative Research

Through a series of different scenarios and multiple choice questions and examples, learn which research techniques belong to marketing qualitative or quantitative research.

EXAMPLE QUESTIONS:

PART 1

Scenario 1: A marketer is trying to learn about current industry trends to generate ideas for future products. He has purchased several reports from industry organizations and has done some research on the internet. This is an example of:
A. Primary
B. Secondary

Scenario 2: A marketer is a arranging a series of discussions and interviews with opinion leaders to learn more about their views on the current range of product offerings. This is an example of:
A. Qualitative research
B. Quantitative research

Scenario 3: A marketer has commissioned a series of telephone surveys to discover which candidate each respondent is planning on voting for and why. This is an example of:
A. Qualitative research
B. Quantitative research

Scenario 4: A marketer wants to gain more insight into the types of amenities that a new apartment complex might want to offer in order to compete effectively for possible renters. The marketer has arranged some focus groups to explore the issue. This is an example of:
A. Primary research
B. Secondary research

Scenario 5: A marketer is reviewing a series of research reports that were generated six months ago, 12 months ago and 18 months ago to determine the levels of brand awareness among a particular customers group. The marketer is considering commissioning a new study. This is an example of:
A. Primary research
B. Secondary research

PART 2

First, match the following marketing decisions to one of the research scenarios listed in Part 1:
A. The marketer knows that this information is valuable and could be sold.
B. The marketer is considering doing some testimonial advertising.
C. The marketer decides that if not much has changed s/he might not proceed with its original plans.
D. The marketer decides after reviewing the information, to share it with colleagues and then to hold a brainstorming meeting.
E. The marketer decides to do a survey to gain further insights.

Second, explain your pairings; why do you think the marketing decisions listed in Part 2 match the specific research scenario outlined in Part 1?

Solution Preview

After having read the EXAMPLE QUESTIONS you will find an explanation about the differences between quantitative and qualitative research

PART 1:

Scenario 1: Secondary Research is research which is carried out on information already available in the market. They cost less to conduct, but you have to be aware of the method which was utilized and reliability of the ...

Solution Summary

This solution is comprised of an explanation of the difference between qualitative and quantitative marketing research through 5 scenario examples with multiple choice questions. It can help studentsl earn which research techniques belong to marketing qualitative or quantitative research.

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