Overview: Elsa: Earlier this week, you developed a position on the advantages and disadvantages of survey research, questionnaire research, and observation research. It is time for us to take this insight into our turnaround work at Sears. Manny: I think I might have seen this coming! Let me guess we are going to do more work on insights into the women's apparel market. Elsa: Exactly! This is a continuation of our work last week when we sized the women's apparel market. The 18 to 35-year-old demographic is a vital cohort for our turnaround. The difficulty is that we do not really understand our own market positioning or even how to effectively serve this market. Manny: Sounds like the beginning of a research question to me! Because we know so little about the women's apparel market, it also sounds like we should begin with one of our qualitative methodologies.

Instructions: Would you please prepare a report that proposes one of our three qualitative methodologies (survey, questionnaire, observation)? The report should include: A defined research question that can be answered with your selected methodology. Defense of your selected methodology as the best one to address your research question. Support for your selected methodology - at least two articles from the Post University library or other high-quality sources. MKT411 - Marketing Research Qualitative Market Research Proposal Five specific questions you plan to answer as part of the research effort