Task 3In Module 3 you will learn about exploratory and observational research designs; data collection approaches; and descriptive and causal research designs. This week, you will read Chapters 4 and 5.In Chapter 4, you will learn about the major differences between qualitative and quantitative research, understand in-depth interviewing and focus groups as questioning techniques, and define focus groups as well as explain how to conduct them. You will discuss purposed communities and marketing research online communities. You will become familiar with other qualitative data collection methods such as ethnography, case studies, projective techniques, and the ZMET. You will discuss observation methods and explain how they are used to collect primary data. Finally, you will discuss the growing field of social media monitoring.In Chapter 5, you will learn about the purpose and advantages of survey research designs and describe the types of survey methods. You will discuss the factors influencing the choice of survey methods, explain experiments and the types of variables used in causal designs, as well as define test marketing and evaluate its usefulness in marketing research.
Please read the following sections contained in the textbook: Chapters 4 & 5Watch the following video on types of data:Play Video
Think about how you are going to incorporate focus groups to collect primary data for your marketing research project.Think about how you are going to incorporate the direct observation method and in-depth interviews into your marketing research project.Using Microsoft Word, write a three (3) page report (to be included in your final project) describing how you are going to incorporate focus groups and direct observation methods into your marketing research project.Requirements:12-point Times New Roman; double spaced; and page numbering.Use and include information from the weekly course content and outside sources to support the conclusions contained in the paper.Be cognizant of spelling, punctuation, and grammar.All sources should be cited in proper APA format (in-text citations and a reference list).Upon completion, upload your assignment in Word format to Moodle.
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