Hands$-$On Exercise

Using the material from the chapter and the earlier information, answer each of the follow. ing questions.

Should marketing researchers working with Latinos concentrate solely on qualitative research? Explain your answer.

Could qualitative research be used to improve quantitative methods such as surveys? Explain your answer.

What challenges do researchers face in conducting research with the Latino marketplace online? How can researchers minimize the effects of these difficulties?

Think of one or two cultures or subcultures with which you are at least somewhat familiar. Would qualitative research be especially useful for these cultures? Why or why not?