Mkt4219 Marketing Research|Qualitative Research Assessment Answer
Qualitative data provides a rich, detailed picture to be built up about why people act in certain ways, and their feelings about these actions. Qualitative data provides depth and detail where it looks deeper into consumer attitudes, feelings and behaviours. Qualitative data encourage people to expand on their responses can open up new topic areas not initially considered and simulates people's individual experiences where a detailed picture can be built up about why people act in certain ways and their feelings about these actions.
The open-ended structures of qualitative research make it possible to get underneath superficial responses and rational thoughts to gather information from an individual’s emotional response.
Task for the specific marketing problem.
To determine how consumers in Malaysia select smartphone using qualitative research. Write a research proposal in answering this problem and design the questionnaire for the information needed.
The research proposal shall have the following components.
1. Executive summary.
2. Background.
3. Problem definition.
4. Research objectives.
5. Research design.
6. Fieldwork/data collection.
7. Data analysis.
8. Reporting.
9. Cost and timetable.
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