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.