Qualitative Assignment 4-1 instructions
After reading the assigned textbook reading, proceed to the website entitled Subaru: “Mr. Survey” Monitors Customer Satisfaction and read the 5 other articles. After viewing the video found at this website and reading the articles, create a Word document that addresses the assignment deliverables.
Submit the requisite amount of theory and analysis/discussion for each question. Cursory, short answers are not acceptable. Provide the necessary scholarly attention to these questions. A satisfactory answer will require a minimum of 1300 words, with 3 relevant resources. This does not include the course textbook.
- Discuss the role that marketing research can play in helping Subaru understand why its customers are devoted to the brand.
- In order to expand market share in the current hypercompetitive automobile market, Subaru must foster and build customer loyalty. Define the management decision problem.
- Define at least 4 marketing research questions based on the above management decision problem.
- Discuss the role of qualitative research in understanding the devotion of consumers to a particular automobile brand.
- Which specific qualitative research technique(s) should be used andwhy?
- If a survey is to be conducted to understand consumer preferences for various automobile brands, which survey method should be used and why?
- Can Subaru make use of causal research? If yes, how?
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