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Marketing Research: Within a Changing Information Environment, 2/e
Joseph Hair, Louisiana State University
Robert Bush, University of Memphis
David Ortinau, University of South Florida
Exploratory Designs: In-Depth Interviews and Focus Groups

Learning Objectives


1.

Identify the fundamental differences between qualitative and quantitative research methods and explain their appropriateness in creating useful managerial information.

2.

Describe and explain two popular qualitative techniques used in gathering raw primary data.

3.

Explain the basic pros and cons of using qualitative methods of developing data structures.

4.

Explain what focus groups are, the importance of a moderator, and how the resulting data are transformed into information.








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