discuss about the mock plan that has the Bank of America entering the tax preparation field. This week I’d like you to consider whether quantitative research, qualitative research, or a combination might help during the communications planning stage.
Could you envision doing some form of quantitative research? If so, what might it look like? How would the results help you?
Could you envision doing some form of qualitative research? If so, what might it look like? How would the results help you?
Keep in mind that you are doing public relations/communications research and not marketing research. In other words, you are trying to answer a question related to stakeholder awareness and perception of the new service. In contrast, market research would seek answers in such areas as pricing, service features, and obstacles to shifting from the current form of tax preparation.