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?