What are the major differences between quantitative and qualitative research methods? What skills must a researcher have to develop and implement each type of design?

2. Compare and contrast the unique characteristics, main research objectives, and advantages/disadvantages of the in-depth and focus group interviewing techniques.

Explain the pros and cons of using qualitative research in each of the following situations:

a. Adding carbonation to Gatorade and selling it as a true soft drink.

b. Finding new consumption usages for Arm & Hammer baking soda.

c. Inducing customers who have stopped shopping at Sears to return to Sears.

d. Advising a travel agency that wants to enter the cruise ship vacation market.

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