Exam (elaborations)
unit 10
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Fully written A+/D* version of unit 10
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D1 British Airways market researchmethod evaluation.
• For British Airways their primary and secondary research methods
unlike other organizations. They chose to divide the research into
quantitative and qualitative instead. BA have chosen to utilize focu
groups as the qualitative source and quantitative being surveys.
• The purpose of such activities may rely on the key differentiation
between the two methodologies, this allows British Airways diverse
perspectives meaning the data has a greater importance. This was
most likely a stratified tactic BA have implemented to gather detail
longer responses whilst also gaining the statistical data.
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