1. Discuss the role of qualitative research in understanding the preferences of American consumers for skin care products. Which qualitative research techniques should be used and why?
2. If a survey is to be conducted to understand the preferences of American consumers for skin care products, which survey method should be used and why?
3. Develop Likert, semantic differential, and Stapel scales for deter- mining consumers’ evaluation of skin care products. How would you implement these scales in social media?
1. Visit the Web sites of two marketing research firms conducting surveys. Analyze one survey of each firm to critically evaluate the itemized rating scales being used.
2. Surf the Internet to find two examples each of Likert, semantic differential, and Stapel scales. Write a report describing the context in which these scales are being used.
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