Question 1
A company performs a consumer segmentation study then researchers use in-depth interviews to develop rich profiles of each segment. Which type of research does this describe?
◦ Quantitative before qualitative research
◦ Quantitative and qualitative research concurrently
◦ Qualitative before quantitative research
◦ Quantitative only research
Question 2
A picture or thematic apperception test is which type of qualitative research?
◦ In-depth interviews
◦ Projective technique
◦ Protocol analysis
◦ Focus groups