Marketing
Describe marketing situations in which the use of qualitative research methods would be appropriate. Selecting observation research and one other qualitative research method of your choice (e.g. individual depth interviews, focus groups, etc.), describe each of these methods, identifying the benefits as well as limitations of using these research methods. Next, select and recommend one (1) of these qualitative research methods that you think will be suitable and appropriate for understanding consumers’ buying behaviour in the context of grocery shopping in supermarkets. Provide justifications for your selection.
2. Format
Use 1.5 spacing, Times New Roman size 12 font, 2.5cm margins on all sides. Please follow the following structure for your essay:
? Cover page
? Body
? Reference list
For your cover page, please include your name, your tutorial day and time, your tutor’s name, and any other important details. Many students name the wrong tutor or do not know their tutor’s name. It is professional courtesy to know who your tutor is as they will be marking your assignments. If any of this information is incorrect, your assignment may not get marked!
For the body of your assignment, please follow the following structure:
? Introduction
Describing marketing situations in which the use of qualitative research is appropriate
? Observation research
Describe, identify benefits, identify limitations
? Focus groups (for example)
Describe, identify benefits, identify limitations
? Selection of method for understanding consumers’ buying behaviour in the context of grocery shopping
Select 1 for recommendation. Justify.
3. Referencing instructions
It is very important that you reference work that you have cited in your essay. Referencing is an expected skill that you must acquire as part of University-level study. If you do not know how to reference, please see a Librarian or borrow a book on referencing. Referencing must be done in-text, and you must supply a reference list at the end of the essay. Use appropriate references.
4. Spelling and grammar
Please use correct spelling and grammar. Please ensure that you have used the appropriate language in your essay.
5. Submission
Submit your essay to your tutor in your assigned tutorial class in Week 11. Please include a criteria sheet for your tutor to mark your essay with. If you forget to include a criteria sheet, your tutor will not include one for you and will only provide you with your marks.
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