Consider the chapter vignette. Illustrate how researchers could apply at least four different qualitative tools to the business situation described in the opening vignette.
Answer to relevant QuestionsDefine probing. Describe an illustration of the way probing might reveal ideas for a new product or a product improvement in the grocery or fast-food industry. What type of data source does the CIA World Fact book represent? What kind of data can one find there? What is model building? How does it use secondary data? What are some examples of different applications of model building in marketing research? What is a survey? Give an example of one that you’ve recently participated in. Find an example of survey results reported in the Wall Street Journal. What is self-selection bias? Describe it as a source of total survey error.
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