A Qualitative Approach

In this Part, you are requested to conduct a qualitative interview(s) with some stakeholders of this business, managers, owners, current customers, or potential customers.

-Create a unique cover page for your marketing plan-(1 point)
Feel free to use any template you believe it fits the nature of this business
The color scheme should match the color(s) in their logo or brand
This cover page should be used in your future assignments, related to your project plan.
-General Information of the Small Business Unit (3 points)
A little history
Owners’ information
-State the overall marketing issue you would like to address in your plan
-Qualitative Research (Chapter 15) (6 points) — This must be completed!
Small-scale focus-group interview or individual interviews: 2-3 people will do.
First draft 5 open-ended questions that are related to your overall marketing plan objective(s)
The questions aim to understand the customers’ needs & wants, or perceptions toward company/product/service/brands, etc. and/or
Conduct in-depth interviews with a relevant group of people: in-person, over the phone, or online tools
Be sure to take notes
Talk to the management team, i.e. manager at least from the managerial perspective.
to understand their current issues, difficulties and aspects they would like to see changes in.
Summarize the results into themes based on your interview questions and then report.

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