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 * 1)**


 * Quantitative Research** – Marketing research that addresses research objectives through empirical assessments that involve numerical measurement and analysis.


 * Qualitative Research** – Research that addresses marketing objectives through techniques that allow the researcher to provide elaborate interpretations of market phenomena without depending on numerical measurement; its focus is on discovering true inner meanings a new insights.

The difference between qualitative and quantitative is that qualitative requires less interpretation because in qualitative you just observe the information as it happens and it is pretty much self explanatory.

Quantitative gives more hard data and is quite appropriate when the research objective involves a managerial action standard. Quantitative researchers use scales that directly or indirectly provide numerical values and these numerical values can be used in statistical computations and hypothesis testing. In contrast, qualitative researchers are more interested in observing, listening and interpreting. In the end, qualitative research is more subjective.


 * 7)**

What type of exploratory research would you suggest in the following situations?

//**Types: Pilot Study, Secondary Research, Experience Surveys and Case Studies**//

A) **A product manager suggests development of a non-tobacco cigarette blended from wheat, cocoa, and citrus**

//Pilot Study//: Need to find cigarette smokers and get them to sample the new product to get feedback on it.

//Secondary Research//: Find out if anyone else has attempted to create similar products like this and the success they had.

B) **A research project has the purpose of evaluating potential brand names for a new insecticide**

//Secondary Research//: Do research to find out many different things, including; the names for insecticide that exist already, if the name you want to use is taken, the market share of insecticide, if entry into the market is feasible, etc.

C) **A manager must determine the best site for a convenience store in an urban area**

//Secondary Research//: Research where the convenience stores are now in the area, and success that they’ve had in that area

//Experience Surveys//: Go out into these areas and speak with the owners and consumers directly to see if the convenience stores work in these areas. Also ask consumers what they would think of your proposed plan about where you want to put the convenience store to judge if it may or may not work

//Case Studies//: Use case studies to determine the success or failures of other companies that have attempted to open a store in the area that you choose

D) **An advertiser wishes to identify the symbolism associated with cigar smoking**

//Pilot//: Use focus groups or one-on-one meetings and show examples or samples of the symbols to see what consumers think. You should use both cigar and non-cigar smokers to get two sides of the story in an attempt to curb bias.


 * 9)**

From reviewing these companies websites (Honda, Marriot, Target, Tesco, Qantas Airlines), these companies use a news blog to keep customers updated on the daily business decisions of the company and allow consumers to comment on the news casts and give their opinions.

By using this information, the companies can see if their business decisions are being approved or disapproved by the consumers.


 * 11)**

For the most part it does constitute market research, as it is a vital part of the complete picture. However, if you want to have COMPLETE market research, you will need to explore the side of Quantitative research.

Both combined will give you a better overall picture; however using one by itself does not mean you aren’t doing market research, it just doesn’t give the researcher the entire picture.


 * R2)**

We recommend that vans create two focus groups consisting of retirees and skateboarders and interview them with questions and visuals of the new clothing line. Questions they could possibility ask in the focus groups are as follows:


 * Questions (Retirees)**

Q1) Do you care about brands names when you purchase clothing?

Q2) Where do you tend to buy your shoes?

Q3) Would you purchase this clothing if it was only placed in a skateboarding store or would it have to be in a more adult friendly department store?


 * Questions (Skateboarders)**

Q1) Why do you where vans?

Q2) How would you feel if an older gentlemen were wearing the same clothes and shoes as you?

Q3) Would it change your perception of the brand?