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MKT 202 · Unit 2 of 6

Qualitative Customer Research

Customer Analytics and Market Research

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Learning objectives

After completing this unit, you will be able to:

  • to business decisions
  • Apply the frameworks in "Qualitative Customer Research" to a real management decision
  • Make progress on your Customer Analytics and Market Research case analysis applied project

Why this matters

Qualitative Customer Research is essential to Customer Analytics and Market Research. Complete all lessons in this unit, then finish the assessments on the unit page.

Lesson

Unit overview

Work through each lesson in order. This unit covers Qualitative Customer Research as part of Customer Analytics and Market Research. Lessons build on one another; complete the knowledge checks and applied work on the unit page after finishing all lessons.

Connection to applied work

This unit feeds directly into Customer Analytics and Market Research case analysis. As you read, capture notes, examples, and data you can reuse in that deliverable. Strong students finish each unit with a draft section of their project, not just highlights.

Practice

  1. Write a one-page summary of this unit in your own words without looking at the lesson.
  2. Find a real company example (public filing, news article, or personal experience) that illustrates the main concept.
  3. Draft one paragraph recommending an action a manager should take based on this unit.
  4. Add at least three terms from this unit to your course glossary.

Knowledge check

Answer these without notes before marking the unit complete:

  1. What is the central idea of "Qualitative Customer Research"?
  2. What mistake do beginners most often make when applying this material?
  3. How does this unit help you complete Customer Analytics and Market Research case analysis?
  4. What is one decision you face this month where this unit applies?

Key takeaways

  • to business decisions
  • Business concepts only matter when they change a decision.
  • Your MKT 202 assessment (Customer research, surveys, analytics, experiments, and evidence-based marketing decisions.) rewards applied understanding, not memorization.

Unit assessment

Complete each section below. Score 80%+ on the quiz to finish this unit's assessment.

40% applied project35% knowledge checks25% reflections

Exercises

Apply what you learned in this unit with structured practice.

ExerciseApplied practice: Qualitative Customer Research45 min
Complete a focused practice exercise on **Qualitative Customer Research**. 1. Choose a real company, product, or situation you know. 2. Apply one core framework from this unit to analyze it. 3. Write your analysis in 300–500 words with a clear recommendation. 4. Cite at least one credible source.

Deliverable

300–500 word analysis document saved to your portfolio under MKT 202.

Rubric

  • • Framework applied correctly (not just named)
  • • Specific evidence from a real example
  • • Clear recommendation with tradeoffs acknowledged
  • • Professional writing with source citation
ExerciseDrill: Qualitative Customer Research30 min
Work through the practice problems in the unit lesson without looking at notes. Then check your work against the lesson and write a short reflection: - What you got right - One mistake you caught - One concept to review before the next unit

Deliverable

Problem solutions + 150-word reflection in your MKT 202 workbook.

Rubric

  • • Attempted all practice items before checking answers
  • • Honest reflection on errors
  • • Identifies a specific review action

Model / spreadsheet

Build or extend a spreadsheet model tied to this unit.

ModelStructured model: Qualitative Customer Research60 min
Create a structured analytical model for **Qualitative Customer Research**. Document your assumptions, calculations, and conclusions in a format appropriate to MKT 202 (diagram, table, or written model). Connect outputs to a decision a manager would make.

Deliverable

Structured model document (2+ pages) · One-paragraph summary of key insight from the model · Screenshot or export saved to portfolio

Rubric

  • • Assumptions stated explicitly
  • • Logic is auditable (formulas or steps visible)
  • • Output answers a specific business question
  • • Sensitivity or scenario considered

Knowledge quiz

Check your understanding before marking the unit complete.

1. BrightBrew interviewers ask: 'Tell me about the last time you considered canceling.' This is an example of:

2. Contextual inquiry in subscribers' kitchens revealed freezer storage and skipped mobile welcome emails. What say-do gap does this illustrate?

3. After focus groups prefer packaging concept v2, what should BrightBrew do before national launch?

4. Two coders achieve κ=0.74 on overlap transcripts for compatibility codes. What does this suggest?

5. BrightBrew persona 'Gifter' shows 6.4% churn vs 3.6% for 'Ritualist.' What is the best marketing implication?

6. Which recruiting mistake most biases BrightBrew churn interviews?

7. A JTBD statement for BrightBrew Gifter focuses on:

8. Executive Elena attends focus groups and pitches pod benefits. What bias risk increases?

Next unit: Survey Research →