Qualitative Market Research Process and Proposals

Please read p 40 – 49, Stop at Step 5. We are currently in Steps 2 – 4.

The link provides more information as well.

We will be discussing these questions in class related to the reading:

• What did the research design site tell us?
• Which approach to theory testing will you use (inductive – start with observations then make a theory or deductive – start with theory to guide observations)?
• Go back to your plan – how does your research gathering approach impact what you want to achieve?
• What type of research approaches do you think will yield the most objective and useful outcomes for our client?

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