Examine the image below.Considering both in depth interviews and focus groups, consider which marketing research method is the most adequate for qualitiative research in the case of the project in the image. Pacey's, a large department store company with outlets all over the UK and more than 5,000employees, would like to launch a "Wellness at Work" initiative. The initiative aims toprovide a range of free services to help improve employee wellbeing and morale. Forexample, the free services include health checks, financial consultations, as well as supporton improving relationships and lifestyles (e.g., stop smoking).To help plan for the initiative, the company would like to know more about employees'experiences and needs related to three main areas:Health and mental health wellbeingFinancial wellbeingRelationships and lifestylesYou have been selected to join a team of consultants to lead this project. Your team hasdecided to use qualitative research for this project.

Qualitative research - It is a type of market research that is used to comprehend concepts,…

Examine the image below. Considering both in depth interviews and focus groups, consider which marketing research method is the most adequate for qualitiative research in the case of the project in the image.

Examine the image below. Considering both in depth interviews and focus groups, consider which marketing research method is the most adequate for qualitiative research in the case of the project in the image.

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Question

Examine the image below.

Considering both in depth interviews and focus groups, consider which marketing research method is the most adequate for qualitiative research in the case of the project in the image.

Pacey's, a large department store company with outlets all over the UK and more than 5,000
employees, would like to launch a "Wellness at Work" initiative. The initiative aims to
provide a range of free services to help improve employee wellbeing and morale. For
example, the free services include health checks, financial consultations, as well as support
on improving relationships and lifestyles (e.g., stop smoking).
To help plan for the initiative, the company would like to know more about employees'
experiences and needs related to three main areas:
Health and mental health wellbeing
Financial wellbeing
Relationships and lifestyles
You have been selected to join a team of consultants to lead this project. Your team has
decided to use qualitative research for this project.

Research activities performed to discover the the needs and preferences of consumers and potential consumers. It examines target markets, target audiences, consumer interests, customer feedback, market environment, competitors' positions, etc.. Market research also includes the techniques to develop, launch, and make successful products and services in the market .

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