MKT 400 Chapter 7: Chapter 7 Notes (Booklet)

• School: Ryerson University
• Department: Marketing
• Course: MKT 400
• Professor: Ida Berger

Document Summary

However, quantitative is measuring in terms of numbers. Using qualitative research allows researchers to discover customers consumptions values, motives, attitudes, opinions, preferences, preferences, experiences, actions, and future intentions. There are several methods/techniques for implementing qualitative research such as; focus groups, customer visits, motivation research, and interpretative research. Focus groups is a small group of customers which are assembled in a room and a moderator steers the group discussion around certain questions of interest to the market. Group members can range from 6 to 15 and generally are chosen by convenience sampling which is a method in which respondents are recruited based on simple availability but are prescreened to represent the target market. Focus groups are often used in both business and households markets to understand customer s views. Focus groups discussions can happen online via internet; chat rooms through services like aol,