After September 11, 2001, U.S. consumers showed a desire to tone down their consumer activities. They ordered simpler foods in restaurants and spent more time at home.Therefore, a lot of mar- keting campaigns began emphasizing down-home themes. At some point after a disaster, it is time to get back to busi- ness. But, major catastrophic events are likely to leave permanent changes on consumers and employees in those areas. Suppose you are approached by the owner of several delicatessens and full-service wine stores in the Gulf Coast area. It is January 2006, and they want to get back to business. But they are uncertain about whether they should simply maintain the same positioning they had previous to Hurricane Katrina and Hurricane Rita.They would like to have a report from you within eighty days.
1. How could each classification of qualitative research be used here?
2. What qualitative research tool(s) would you recommend be used and why?
3. Where would you conduct any interviews and with whom would you conduct them?
4. ETHICS Are there ethical issues that you should be sensitive to in this process? Explain.
5. What issues would arise in conducting a focus group interview in this situation?
6. Prepare a focus group outline.
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