A bank manager notices that by the time customers get to the teller,they seem irritated and impatient. She wants to investigate the problemfurther, so she hires you to design a research project to figure out whatis bothering the customers. The bank wants three studies: (a) severalfocus groups of their customers, (b) observation using a hidden camera,and (c) an online survey of 500 customers. Which studies arequalitative, and which are quantitative?

A bank manager notices that by the time customers get to the teller,they seem irritated and impatient. She wants to investigate the problemfurther, so she hires you to design a research project to figure out whatis bothering the customers. The bank wants three studies: (a) severalfocus groups of their customers, (b) observation using a hidden camera,and (c) an online survey of 500 customers. Which studies arequalitative, and which are quantitative?

Contemporary Marketing

18th Edition

ISBN:9780357033777

Author:Louis E. Boone, David L. Kurtz

Publisher:Louis E. Boone, David L. Kurtz

Chapter10: Marketing Research

Section10.5: Technology In Marketing Research

Problem 1LO

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