1. Conceptual Question - To create value for customers and build meangingful relationships with them, marketers must first gain fresh, deep insights into what customers needs and wants (Amstrong, Adam, Denize, Volkov and Kotler, 2017, p.98)

1.1 Provide a definition of Qualitative Research:

1.2 Describle and explain three reasons why qualitative research is different from quantitative research:

2. The real value of marketing ressearch and marketing information lies in how they are ussed - in the customer insights they provide. Marketing Information systems create processes companies can obtain this information. Explain the five steps of the Marketing Information System.