Research and MIS

Do We Need Qualitative or Quantitative Marketing Research?

In this task, students are presented with five different marketing problems for businesses operating in various industries. Students need to identify whether the firm would be best informed by using qualitative or quantitative marketing research. This is an ideal exercise to help understand how different types of research tools can deliver different information.

Do We Need Qualitative or Quantitative Marketing Research? Review the Teaching Activity

Digging Deeper with Consumer Motivation

This activity is all about drilling down on consumer needs to explore the range of underlying motivations for behavior. Students are presented with a series of consumer statements and their task is to look beyond the top-level and to dig deeper into a fuller set of motivations and needs.

Digging Deeper with Consumer Motivation Review the Teaching Activity

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