Marketing 4th Edition by Dhruv Grewal,Michael Levy

Exercise 6

A bank manager notices that by the time customers get to the teller, they seem irritated and impatient. She wants to investigate the problem further, so she hires you to design a research project to figure out what is bothering the customers. The bank wants two studies: (a) several focus groups of their customers and (b) an online survey of 500 customers. Which study is qualitative, and which is quantitative