Question 1:

i) In order to get closer to their customers, and understand their needs and wants better, marketers often employ qualitative marketing research techniques. Critically debate some of the more common qualitative research methods used by marketers and how they work in practice. ?

ii) With reference to examples, please discuss how an organisation might select and use both qualitative and quantitative marketing research methods for better understanding its customers. Discuss the important issues surrounding validity and reliability of the various marketing research techniques.