The Marketing Vice President (VP) has asked her team to propose qualitative and quantitative data collection strategies. She has decided to use qualitative and quantitative methods (i.e., a mixed-methods research design) to determine which smartphone features influence consumers to make a purchase.

From the Unit 1 assignment, you know that the Marketing VP and her team have a research question to answer and a hypothesis to test. The Marketing VP has decided to use a mixed-methods research design to answer the research question and to test the hypothesis. From the given qualitative and quantitative data collection options described below, create an analysis addressing each Individual Project (IP) requirement.

Qualitative Data Collection Techniques

The following are qualitative data collection techniques:

• One-on-one interview: Asking an individual questions to determine and collect in-depth information about their opinions
• Focus groups: Asking a group of people questions to determine their opinions, beliefs, and attitudes toward a subject, product, or concept
• Observation: Gathering data by watching people or events

Quantitative Data Collection Techniques

The following are quantitative data collection techniques:

• Survey or questionnaire: A list of questions aimed at extracting specific data from a group of people
• Polling: A mechanism online or face-to-face to gather opinion from individuals or groups
• Experiment: Performing a procedure to determine a result

create a data collection strategy assessing qualitative and quantitative data collection options and designing a recommended mixed-methods strategy to collect qualitative and quantitative data to answer a business research question.

Complete the following:

• Introduce the audience to qualitative and quantitative data collection techniques used in business research.
• Assess the qualitative and quantitative data collection options to combine into 1 qualitative data set and 1 quantitative data set that can be combined into a mixed-methods data collection strategy to answer the given business research question.
• Justify how the recommended mixed-methods strategy will collect valid and reliable data to answer the given business research question.
• The conclusion should summarize key points from the analysis.