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1. is the listening tour really qualitative research? Why or why not? 2. After the findings were presented to management, should quantitative research be done?

1. is the listening tour really qualitative research? Why or why not?

2. After the findings were presented to management, should quantitative research be done?

3. Couldn't McDonald's just have done focus groups instead?

4. Other than focus groups, what qualitative techniques might have McDonald's have used?

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