Qualitative Market Research Process and Proposals

Business Finance

Please read p 40 – 49, Stop at Step 5. We are currently in Steps 2 – 4.

The link provides more information as well.

We will be discussing these questions in class related to the reading:

  • What did the research design site tell us?
  • Which approach to theory testing will you use (inductive – start with observations then make a theory or deductive – start with theory to guide observations)?
  • Go back to your plan – how does your research gathering approach impact what you want to achieve?
  • What type of research approaches do you think will yield the most objective and useful outcomes for our client?