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MKT 100 (974)
Lecture

Lecture notes for MKT100

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Department
Marketing
Course
MKT 100
Professor
Chris Gibbs
Semester
Fall

Description
Marketing I Qualitative ResearchInterviewsvisitsfocus groupsAdvantagesDeep understandingQuick cheapFlexible fluid open suggestiveAccessible in language method and data to the managerAble to tap deep important enduring meaningsDisadvantagesNot generalizableRequires expertisesubjective interpretationsSubjective to the selective perception of manager or analyst Quantitative ResearchAdvantagesPower of numbersscienceobjectiveGeneralizableForcastableDisadvantagesSuperficialstructuredNot innovativeDishonesty
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