Jeremy C. Smith
MKT 410
October 29, 2013
Professor: Dr. Mu

Do questions on page 146, Questions: 1, 2, 3, 4, 5; Do questions on page 210, questions: 1, 2, 3, 4, 6, 7, 8, 9, 10, 11.

1.) What are the major differences between quantitative and qualitative research?

The objective of qualitative research is to gather in-depth understanding of human behavior, in order to find out the reasons which make the person behave in that particular way. This form of research relies more on quality instead of quantity. When it comes to decision making, this method focuses more on answering questions like 'why' and 'how', instead of restricting to questions like 'what'.
The objective of quantitative research, on the other hand, is to develop mathematical models and formulate theories, and employ the same to get the end results. This method focuses in the investigation of quantitative properties and the phenomenon, as well the relationship between the two. This form of research relies more on quantity and numbers, than on quality and details.
2.) What are some of the possible disadvantages of using focus group?
Have less control over group; less able to control what information will be produced.
Produces relatively chaotic data making data analysis more difficult.
Small numbers and convenience sampling severely limit ability to generalize to larger populations
Requires carefully trained interviewer who is knowledgeable about group dynamics. Moderator may knowingly or unknowingly bias results by providing cues about what types of responses are desirable.
Uncertainty about accuracy of what participants say. Results may be biased by presence of a very dominant or opinionated member; more reserved members may be hesitant to talk.
3.) Create a story completion test for downloading music from the internet?
4.) What can the client do to get more out of focus groups?