Discussion Questions Res/320
Discussion Questions Week 2
William L Johnson
RES/320
November 14, 2013
Steve Raider
Discussion Questions Week 2
Chapter 7
2. How do data from qualitative research differ from data in quantitative research?
A quantitative research question is an interrogative sentence that asks a question about the relation that exists between two or more variables. Its purpose is to identify the variables being investigated and to specify the type of relationship, descriptive, predictive, or causal, being investigated. A qualitative research question asks a question about some process, issue, or phenomenon that is to be explored.
5. Assume you are a manufacturer of small kitchen electrics, like Hamilton Beach/Proctor Silex, and you want to determine if some innovative designs with unusual shapes and colors developed for the European market could be successfully marketed in the U.S. market. What qualitative research would you recommend, and why? The US market is very complex and extremely different than the European markets. I would employ a combination of interviews and focus groups. The interviews would allow the researches the opportunity to go deeper in the causes and effects of the choices that the consumers choose. This will enhance the data and information to allow the engineers to review the surveys in order to see if the concepts are true.
7. What dilemma does HealthPlus face, and why has the company turned to focus groups for insights?
From the readings, I read that Healthplus had a dilemma that was like well positioned given the growing concern over rampant obesity, especially among youth. .HealthPlus was right when it surmised that consumers are skeptical that something healthy can taste good. They also learned that there are some triggers they can use for their advertising to get people to eat healthy. The company turned to focus groups to get information on preliminary analysis on the focus group transcript content so that they can get
William L Johnson
RES/320
November 14, 2013
Steve Raider
Discussion Questions Week 2
Chapter 7
2. How do data from qualitative research differ from data in quantitative research?
A quantitative research question is an interrogative sentence that asks a question about the relation that exists between two or more variables. Its purpose is to identify the variables being investigated and to specify the type of relationship, descriptive, predictive, or causal, being investigated. A qualitative research question asks a question about some process, issue, or phenomenon that is to be explored.
5. Assume you are a manufacturer of small kitchen electrics, like Hamilton Beach/Proctor Silex, and you want to determine if some innovative designs with unusual shapes and colors developed for the European market could be successfully marketed in the U.S. market. What qualitative research would you recommend, and why? The US market is very complex and extremely different than the European markets. I would employ a combination of interviews and focus groups. The interviews would allow the researches the opportunity to go deeper in the causes and effects of the choices that the consumers choose. This will enhance the data and information to allow the engineers to review the surveys in order to see if the concepts are true.
7. What dilemma does HealthPlus face, and why has the company turned to focus groups for insights?
From the readings, I read that Healthplus had a dilemma that was like well positioned given the growing concern over rampant obesity, especially among youth. .HealthPlus was right when it surmised that consumers are skeptical that something healthy can taste good. They also learned that there are some triggers they can use for their advertising to get people to eat healthy. The company turned to focus groups to get information on preliminary analysis on the focus group transcript content so that they can get