Explain what is meant by qualitative market research in the following example. A gaming café interviews customers after they have tried a new virtual realit...
Question 1 Report
Explain what is meant by qualitative market research in the following example. A gaming café interviews customers after they have tried a new virtual reality room. The owner records comments such as “the instructions were confusing” and “I would bring friends if sessions were shorter”.
(a) What is meant by qualitative market research? [2]
(b) Identify one way the owner could use the comments to improve the service. [2]
(c) Explain one advantage of interviews over a tick-box questionnaire in this situation. [2]
Answer Details
(a) Qualitative market research produces non-numerical information. [1] It gives views, feelings, reasons, or detailed comments from customers. [1] Statements that instructions were confusing and that sessions should be shorter are qualitative data because they explain opinions rather than give numerical totals.
(b) The owner could simplify the instructions for the virtual reality room. [1] This directly uses the customers' comment that the instructions were confusing. [1] Offering shorter sessions or introducing group bookings would also be valid improvements based on the comments.
(c) Interviews allow the owner to ask follow-up questions. [1] The owner can therefore obtain detailed reasons for customers' views and make a more informed service improvement than from a tick-box response alone. [1]
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