 Wysłany: Śro 10:10, 25 Maj 2011 Temat postu: Nike 6.0 An Example with Qualitative and Quantitat |
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a previous article “Market Research: Qualitative, Quantitative and Everything In-Between” we explained the differences between quantitative and qualitative market research studies. We also promised to provide an example of a two-phased research approach, incorporating both qualitative and quantitative research approaches, in order to highlight the differences of the two types of research. Here’s our example: QuickStop Convenience Stores Once upon a time there was a successful line of convenience stores. We’ll call this group of stores “QuickStop”. At some point a staff-member realized that QuickStop seemed to be patronized by many more men than women. This was passed along to the management team and they asked the store tellers to informally keep track of the proportions of men to women who came into their stores. It turned out that the theory seemed to hold true,Nike Hyperfuse, and in fact far more men patronized QuickStop than did women. This information was passed along to the other managers at other QuickStop stores and they found the same trend. This received some higher level management attention and they began to wonder why this was occurring. Eventually management made the decision that this was too large a group of potential customers to lose,Nike 6.0, and a decision was eventually made to study this phenomenon and to understand why it was taking place, and if anything could be done about it. Research Objective A research project was designed to understand how women felt about shopping at QuickStop stores and why. It was decided that this research should be qualitative and the specific methodology would be In-depth-Interviews (this is research with one professional interviewer and one respondent at a time |
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