... in the Business Research Methods, Market Research and Qualitative Research courses. To help develop an understanding of the advantages and disadvantages of different exploratory research approaches such as in-depth interviews, FGDs and secondary research To understand how to approach the design of each...

... with concrete quantitative analysis to develop effective marketing strategies. The case also helps students to understand various qualitative research methods and their importance in generating consumer insights. Marketing Managers: For students aspiring to be future marketing managers, the case...