Microsoft Office: Gaining Insight into the Life of a College Student (B)

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017

Abstract

Students will learn: - How online tools in ethnographic and observational research offer new insights not revealed by traditional survey research - How different qualitative market tools are used to collect data, as well as the pros and cons of different ethnographic research techniques - To interpret and synthesize data from qualitative and ethnographic research - How research can influence a firm's marketing and advertising tactics

Keywords

Citation

Sawhney, M., Ahluwalia, A., Gab, Y., Gardiner, K., Huang, A., Patel, A. and Goodman, P. (2017), "Microsoft Office: Gaining Insight into the Life of a College Student (B)", Kellogg School of Management Cases. https://doi.org/10.1108/case.kellogg.2016.000212

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Kellogg School of Management

Copyright © 2011, The Kellogg School of Management at Northwestern University

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