Question

Discuss the role of qualitative research in understanding the preferences of American consumers for skin care products. Which qualitative research techniques should be used and why for Nivea?

Answer 1

Qualitative research has a significant impact in order to understand the choices and preferences of the consumers of America related to skincare products. This research will help the researchers to have a better understanding of different reasons and motivations which can induce the customers to buy the products. In other words, this sort of research will not only help the marketers to understand the underlying preferences of American consumers when it comes to skincare products but it will also throw the light on the various reasons behind buying these skincare products

In my opinion, the company can go for the focus group method of the qualitative research method as it will provide a chance to the researches to interview the customers and to find out some critical insight about the American customers to learn the preferences and choices of American consumers of a skincare product. This method will facilitate a relaxed sitting and a variety of opinions

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