The examination is on the subject of Mixed Methods i.e., the use of both qualitative and quantitative methodologies in a single study. The primary focus is on qualitative marketing research, Chapter 4 of the text, and especially the Overview of Qualitative and Quantitative Research Methods (pp 79-82), the Zaltman Metaphor Elicitation (ZMET) technique, pp 94-95. The exam asks you to define and describe ZMET. It asks you to look at one quantitative scale measure (consumer satisfaction) as the main measure and you then explain how ZMET might have been incorporated into the study to fill knowledge gaps, or unexplained, unexplored issues, areas left out by the study’s use of existing quantitative study scale measures. Also, you will describe how to use metaphor elicitation techniques generally. You may make use of additional literature on the topic. Recommended future research should be examined. Your answers should address how qualitative methods might enrich quantitative research. Where possible, disclose how qualitative research might overcome some of a study’s limitations. Discuss ways by which future studies on the topic might incorporate qualitative research designs to improve the work. Most importantly, state in some detail, how qualitative research would extend effectiveness of practical marketing actions beyond actions suggested in a quantitative research article.
