LESSON 2 (QUALITATIVE RESEARCH)

Question 1

Explore and understand the underlying reasons,
opinions, and motivations behind consumer
behavior.

Answer 1

Purpose

Question 2

● Focusgroups
● In-depth interviews
● Ethnography
● Observation
➔ Allow researchers to gather rich, detailed
information about consumer experiences and
attitudes

Answer 2

Methods

Question 3

● Valuable for uncovering new ideas, exploring
complex issues, and understanding the
emotional and psychological factors influencing
consumer behavior.

Answer 3

Strengths

Question 4

● Noteasily generalizable (small sample sizes and
subjective nature of data).
● More time-consuming and expensive.

Answer 4

Limitations