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Unformatted text preview: Your competitors could have the same info 7. Primary research a. New info gathered directly from consumers b. Quantitative = how many Objective and generalizable Broad but shallow Surveys Experiments (academic) Content analysis (academic) c. Qualitative = why and how? Subjective Narrow but deep Focus groups Interviews Ethnographic research Diaries Pros of Primary research 8. k Cons 9. EXPENSIVE 10. May have to outsource work, which can be problematic if not delivered on time or to your specifications 11. Much slower since the data have yet to be collected Research realities a. It's expensive b. Typically time consuming c. No one method(quantitative or qualitative) . . ....
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This note was uploaded on 05/17/2011 for the course JOMC 137 taught by Professor Byars during the Spring '11 term at UNC.
- Spring '11