1. In gaining an understanding of the consumer decision-making process for personal computer purchases, would focus groups or depth interviews be more useful? Be sure to include a convincing explanation. 

2. Develop a focus-group discussion guide for understanding the consumer decision-making process for personal computer purchases. 

3. Can projective techniques be useful for HP as it seeks to increase its penetration of U.S. households? Which projective technique(s) would you recommend? 

4. How can HP make use of social media to conduct qualitative research?