Qualitative and quantitative research

Qualitative and quantitative research methods both have their place and purpose.
Sometimes they are mixed. Each has its own tools, methods and protocols that make it
suitable and valuable for particular marketing research projects.









To prepare for this Key Concept Exercise:


Read the Required Learning Resources for Week 3.

Download and read the Week 3 Key Concept Exercise Worksheet.

Reflect on your own experience taking and/or creating questionnaires. How would you
describe or characterise the experience(s)?

Analyze the elements of an effective questionnaire.

Examine the seven stages of questionnaire development.



To complete this Key Concept Exercise:


By Day 3 (Friday)


In an approximately 500-word response, address the following issues/questions:


Analyse the questions in the Week 3 Key Concept Exercise Worksheet. For each one,
identify what you regard are the errors in the question (and the answer choices as
applicable), and propose an alternative(s).


By Day 3 (Friday), submit your Key Concept Exercise.


Be sure to read over your Key Concept Exercise before submitting it to your
Instructor. Make sure the spelling and grammar are correct and the language, citing
and referencing you use when providing your opinion are appropriate for academic
writing.


To submit your Key Concept Exercise to Turnitin, click the "View/Complete" link for
Week 3 Key Concept Exercise -- Turnitin.


YOU MUST READ THE ATTACHED TO KNOW WHAT YOU WILL WRITE ABOUT

Module Text

Wilson, A.M. (2011) Marketing research: an integrated approach. 3rd ed. [Electronic
Book]. Harlow: Financial Times/Prentice Hall.