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Examine the image below. Considering both in depth interviews and focus groups, consider which marketing research method is the most adequate for qualitiative research in the case of the project in the image.

Examine the image below. Considering both in depth interviews and focus groups, consider which marketing research method is the most adequate for qualitiative research in the case of the project in the image.

Principles Of Marketing
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Examine the image below.

Considering both in depth interviews and focus groups, consider which marketing research method is the most adequate for qualitiative research in the case of the project in the image.

Pacey's, a large department store company with outlets all over the UK and more than 5,000 employees, would like to launch a "Wellness at Work" initiative. The initiative aims to provide a range of free services to help improve employee wellbeing and morale. For example, the free services include health checks, financial consultations, as well as support on improving relationships and lifestyles (e.g., stop smoking). To help plan for the initiative, the company would like to know more about employees' experiences and needs related to three main areas: Health and mental health wellbeing Financial wellbeing Relationships and lifestyles You have been selected to join a team of consultants to lead this project. Your team has decided to use qualitative research for this project.
Transcribed Image Text:Pacey's, a large department store company with outlets all over the UK and more than 5,000 employees, would like to launch a "Wellness at Work" initiative. The initiative aims to provide a range of free services to help improve employee wellbeing and morale. For example, the free services include health checks, financial consultations, as well as support on improving relationships and lifestyles (e.g., stop smoking). To help plan for the initiative, the company would like to know more about employees' experiences and needs related to three main areas: Health and mental health wellbeing Financial wellbeing Relationships and lifestyles You have been selected to join a team of consultants to lead this project. Your team has decided to use qualitative research for this project.
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