You wish to study the reasons why car owners join manufacturer-sponsored owners clubs. You choose to use

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You wish to study the reasons why car owners join manufacturer-sponsored owners’

clubs. You choose to use a qualitative methodology and narrative inquiry research strategy involving unstructured ‘discussions’ with some members of these owners’ clubs. You are asked by a small group of marketing managers to explain why your chosen research design is as valid as a quantitative methodology, survey strategy that uses a questionnaire.

What would be your answer?

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