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  • Exercise 1&2 - Online Session

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    Houaria Madi (Maroua)
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    The document provides two exercises from a book on qualitative marketing research. The first exercise asks the reader to identify possible causes for a drop in fruit juice sales, which causes should be investigated through consumer research or other data analysis, and whether qualitative or quantitative consumer research methods should be used. The second exercise presents a list of research problems and asks the reader to consider if each should be addressed through qualitative or quantitative marketing research.

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    The document provides two exercises from a book on qualitative marketing research. The first exercise asks the reader to identify possible causes for a drop in fruit juice sales, which causes should be investigated through consumer research or other data analysis, and whether qualitative or quantitative consumer research methods should be used. The second exercise presents a list of research problems and asks the reader to consider if each should be addressed through qualitative or quantitative marketing research.

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    12 views1 page

    Exercise 1&2 - Online Session

    Uploaded by

    Houaria Madi (Maroua)
    The document provides two exercises from a book on qualitative marketing research. The first exercise asks the reader to identify possible causes for a drop in fruit juice sales, which causes should be investigated through consumer research or other data analysis, and whether qualitative or quantitative consumer research methods should be used. The second exercise presents a list of research problems and asks the reader to consider if each should be addressed through qualitative or quantitative marketing research.

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    © All Rights Reserved
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    Exercise 1.

    One of the largest producers of fruit juices on the market is observing a slight but systematic
    drop in sales of its products. Consider this and try to answer the following questions:

    • What could be the possible causes for the drop in fruit juice sales (write down a list of
    possible causes)?

    • Consider which of the causes that you mentioned should be investigated in consumer
    research and which require analysis of other data (e.g., desk research or analysis of the
    company’s internal data)?

    • Consider which of the causes requiring consumer research should be investigated using
    qualitative research methodologies and which using quantitative research?

    Exercise 2.

    Look at the list of research problems below (Table 1.2) and in each case consider if they
    should be carried out as qualitative or quantitative marketing research.

    Exercises extracted from the book “Qualitative Marketing research: understanding consumer
    behaviour”, Maison (2019)

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