Oftentimes, a market researcher will use a two-phased approach that includes both qualitative and quantitative research methods. This allows the researcher to do a “deep dive” into people’s impressions and emotions about a product or service, as well as capture data from a large population that can demonstrate the prevalence of these impressions or emotions.

• Pick a company of your choice. Imagine the company is going to launch a new product. Please post the name of your chosen company and the product it will, theoretically, develop.
• Describe a two-stage research approach using both quantitative and qualitative research methods that you would implement to help your company with developing the new product. For example, would you use a focus group to identify key characteristics and follow up with an online survey to evaluate these characteristics?
• Discuss why you chose the research approach you did and identify how this approach will help with your company’s product development.

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