A business wants to gather detailed qualitative opinions from a small group of consumers about a new advertisement. Which research method is most appropriate?

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Question

A business wants to gather detailed qualitative opinions from a small group of consumers about a new advertisement. Which research method is most appropriate?

Accepted Answer

Organising a focus group discussion — A focus group involves a small number of participants discussing a topic in depth, making it ideal for collecting qualitative, detailed opinions about something specific like an advertisement. A large postal questionnaire is better for quantitative data from many respondents. Competitor sales data and published industry reports are both forms of secondary research.

Answer

Organising a focus group discussion

Answer

Conducting a large postal questionnaire

Answer

Analysing competitor sales data

Answer

Reviewing published industry reports

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