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University of Wollongong

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Assessment 2: Critical Review & Report Instruction
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Assessment 2: Critical Review & Report Instruction

MARK205 - Introductory Marketing Research

22 Pages University of Wollongong Essay / Project Year Uploaded: 2017

Describe marketing situations in which the use of qualitative research methods would be appropriate. Select two (2) qualitative research methods (e.g. individual interviews, focus groups), and 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 would be suitable and most appropriate for understanding consumers’ use of self-service technology (e.g. ATMs, internet banking, automated airline ticketing services, etc.) Provide justifications for your selection.

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