Integrated Case: Auto Concepts

Case $6\mathrm{.}2$: Using Qualitative Research

Case Objective

This exercise requires you to consider and recommend a qualitative research technique to the Auto Concepts integrated case. The objective is to gain some information that will assist in the advertising strategies to be used for the new models.

Case Question

Carefully read the case description in your textbook.

List the key questions that Auto Concepts need information on$.$

Based on the information provided in the textbook regarding the various techniques for qualitative research, and the research questions presented Case $6\mathrm{.}2,$ which qualitative research technique would be the best to use in this specific situation?

Clearly explain in some detail why you think your chosen technique is the best to help Ashley Roberts with this advertising task.

Please make sure the response provides information specific and clearly tied tot he case.