Market Research

1. Discuss the role of qualitative research in understanding the devotion of consumers to a particular automobile brand. Which qualitative research technique(s) should be used and why?

2. If a survey is to be conducted to understand consumer preferences for various automobile brands, which survey method should be used and why?

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1. What type of research design should be adopted to investigate the marketing research problem you have identified?

2. In what way can Subaru make use of data from the U.S. Census? What are the limitations of these data? How can these limitations be overcome?

3. What type of data available from syndicated marketing research firms will be useful to Subaru?

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