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

Reviewing published industry reports

Answer

Analysing competitor sales data

Answer

Organising a focus group discussion

Answer

Conducting a large postal questionnaire

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