Qualitative Research and Secondary Data
First, read the sections in Chapter 5 and Chapter 6 in The
Essentials of Marketing Research regarding the advantages and disadvantages of
primary and secondary research so you can understand when it is most
appropriate to use one over the other and when it is critical to use both.
Next, in your initial post, address the following:
· Based Ford Company’s goals and objectives, what will your
approach be when it comes to using qualitative and quantitative research to
understand consumer behavior?
· Would you use secondary research to understand your
company’s target audience/segments, competition, and the market? If so, how? If
not, why not?
· Would secondary research be enough? Why or why not? If
not, what qualitative research might you recommend and why?
Use specific examples based on your initial review of your
company (and from your own experience) in your initial posts and in your
responses to other students’ posts. Cite from the text readings where
necessary.
