MARKETING
7th Edition
ISBN: 9781260087710
Author: Grewal
Publisher: RENT MCG
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Chapter 10, Problem 6MA
Summary Introduction
To discuss: The studies that are qualitative and quantitative.
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A bank manager notices that by the time customers get to the teller,they seem irritated and impatient. She wants to investigate the problemfurther, so she hires you to design a research project to figure out whatis bothering the customers. The bank wants three studies: (a) severalfocus groups of their customers, (b) observation using a hidden camera,and (c) an online survey of 500 customers. Which studies arequalitative, and which are quantitative?
How would you use the Quantitative research method to influence a customer to buy a smartphone?
(a) Why might a marketing researcher prefer to use secondary data rather than primary data in a study? (b) Why might the reverse be true?
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