6. Discuss the role of qualitative research in understanding how businesses select PC and network communications products. Which qualitative research techniques should be used and why?

The Intel Corporation (www.intel.com) was founded in 1968 to build semiconductor memory products. It introduced the world’s first microprocessor in 1971.
Microprocessors, also referred to as central processing units (CPUs), often are described as the “brain” of a computer. Today, Intel supplies the building blocks for the computing and communications industries worldwide. These building blocks include chips, boards, systems, and software, and they are used in computers, servers, and networking/communications products.
Most of Intel’s customers fall into two separate groups: the original equipment manufacturers (OEMs) and the PC and network communications products users. The OEMs manufacture computer systems, cellular handsets and handheld computing devices, telecommunications and networking communications equipment, and peripherals. The PC and network communications products users include individuals, large and small businesses, and service providers, who buy Intel’s PC enhancements, networking products, and business communications products through reseller, retail, e-business, and OEM channels. Intel is an increasingly global company. Only 35 percent of its revenues are from North America, whereas Asia and Europe comprise 31 percent and 25 percent, respectively. Revenues for fiscal year 2010 amounted to $43.62 billion....