Join Cheryl Ladd for an in-depth discussion in this video Project objectives, part of Marketing Foundations: Qualitative Research.
- [Narrator] One of the most critical steps…of a project is to clearly articulate the objectives.…To do this, it's imperative to understand…the complete context for the project.…Let's begin with an example.…Your client Kettle Brew Coffee is a brand of…in-home coffee makers with two main lines of products.…Kettle Brew original is a line…of standard coffee makers that brew pots of coffee…and Kettle Brew Premium is a newer line…of French press style coffeemakers.…
Kettle Brew's market share has dropped significantly…and they sent you a request for a proposal.…They wanna conduct some marketing research…to understand consumer perceptions of their brand…and competitive brands.…And determine how they can best…position themselves in this space.…The request for proposal is available as an exercise file.…In order for you to be successful with the project,…you're going to want to dig a bit deeper…on your kick-off call with the client.…You wanna understand what's at stake for your client.…
What are their needs and their biggest concerns?…
- What is qualitative research?
- The benefits of qualitative research
- Identifying your objectives and methodology
- Creating screeners and discussion guides
- Defining the timeline and logistics
- Writing a report
- Asking questions
- Moderating a group
Skill Level Intermediate
1. The Role of Qualitative Research
Qualitative vs. quantitative3m 32s
2. Elements of a Qualitative Research Project
Wrap up1m 4s
- Mark as unwatched
- Mark all as unwatched
Are you sure you want to mark all the videos in this course as unwatched?
This will not affect your course history, your reports, or your certificates of completion for this course.Cancel
Take notes with your new membership!
Type in the entry box, then click Enter to save your note.
1:30Press on any video thumbnail to jump immediately to the timecode shown.
Notes are saved with you account but can also be exported as plain text, MS Word, PDF, Google Doc, or Evernote.