1. How does qualitative research method differ from quantitative methods?

a. qualitative research typically offers more breadth

b. qualitative research typically offers more in-depth understanding

c. qualitative research typically is more generalizable

d. all of these statements are true

2. Which of the following is a drawback associated with qualitative research?

a. focuses on data rather than why things happen

b. risks sample not being representative

c. does not focus on understanding needs / wants / expectations

d. ineffective for testing elements of a marketing mix