Welcome back. In this lesson we will look at how and when to choose qualitative research methods for our specific business case. In the previous course my colleague Jim Fong introduced you to a survey about smart phones. The data that was collected is to help inform your research methods for the quantitative course, But the smartphone business case is very relevant for this course as well. Now suppose you were hired to do market research for a large communications firm. For your project, you can give that company a name of your own choosing. After this lesson, you will be able to select qualitative research methods appropriate to the business case scenario for this course. So let's dive in. For our purposes, it can be any company, But we want you to imagine something in the real world. Here's our scenario description. When an affluent or near affluent buyer wants to buy a phone, how do we increase the likelihood they will buy a particular phone? Our client company has gone to market with a new smartphone. The phone is priced at the high end of the market, competing with Apple and Samsung phones. The client's phone differentiates with a high end camera, a fast charging battery, a tightly integrated Android operating system in a premium design case. The high end of the phone market. Phones in the $600 to $1,000 price range, delivers highest margins and the most affluent customers for the client's advertising efforts. The client company would like to build market share in the fast moving and fiercely competitive space by addressing affluent customer needs and wants with every new device release. Understanding needs of the regional markets would be an additional bonus. Our supposed task is to conduct market research to help the client company assess barriers to purchase of their new phone, including reasons consumers may go with the competitor. We will also research messages the client can use to overcome objections. Our research question is, what are the barriers and objections to purchasing our client's product? What are the best responses to those barriers and objections? Given the scenario, do we have enough information to jump right into the quantitative survey that will establish how many people would buy this phone? Remember, you would use qualitative research if you want to know more about how the target market feels about the cellphone they currently use and what the would want in a future cellphone. You want to find out how happy they are with their current cell phone. What frustrates them about it? What features would they want to change? What do they mostly use their cell phone for, emails, texts, online searches, photos or other apps? Have they been looking for another cellphone? Do they have a friend they think has a better cellphone? How do they find out about a new cellphone? What is appealing and not appealing to them about the new phone? How often do you use your cellphone each day? How often do you buy a new cellphone? In this business case scenario it appears there are several questions other than the how often questions that we listed that could warrant initial qualitative research to probe in an in-depth manner. You might opt to use qualitative research to find out more about what your target market feels about your current cellphone and what they think about the idea of purchasing a new one that may be better suited to their needs. Since we came up with several of the top of the mind questions to ask our consumers, it would behoove us to find out more information about this particular target group before we put the product to market. I hope using the example from our business case scenario shows how initial qualitative research can help you hone in on more precise questions than in a quantitative survey. Qualitative research isn't black and white. It reaches into the gray area of beliefs, motivation, and personal behavior. We will consider how to use qualitative research for a business case further on when we address various methods for the qualitative research. For now, that concludes our lesson. After this lesson, given our business case scenario, you should be able to select a qualitative research methods approach appropriate to the business question.