Based off of this case study,What could Thomas do to improve the validity of his

Question

Based off of this case study,What could Thomas do to improve the validity of his qualitative research results? Be sure to cite specific qualitative research techniques/strategies and identify which techniques/strategies could be utilized for obtaining needed information for each objective. 200+ words.

Case 3.2 Your Integrated Case omobile Concepts Recall in Case 1.2 that Nick Thomas is the new CEO of Advanced Automobile Concepts (AAC), anew division of a large automobile manufacturer, ZEN Motors. ZEN is a multinational manufacturer headquartered in the United States, and has multiple divisions representing several automobile and truck brands. ZEN's divisions have been slowly losing market share to other competitors. AAC was created to revive the aging ZEN automobile brands by either reenginecring existing models or developing totally new models that are more competitive in today's new-car asic Markeding ReserchUsing Micro Excel Oata Analysis Third Edition, by Alvin C. Bums and Ronald F. Bush Published by Prentice Hall Copyright2012 by Poarzon Educaton, Inc. 76 CHAPTER 3 .THE MARKETING RESEARCH PROCESS Thomas is concerned about the strategic direction AAc on developing a hydrogen cell but it will be several years should take. On the one hand, he knows the trend has been before they have perfected a version that will be safe for toward smaller, fuel-efficient automobiles; but on the other public use. The rationale for Douglass's decision about hand, he knows that this may be a passing trend, similar to hybrids is that some form of electric motor should be used. what occurred in the 1970s when fuel costs soared. This preThey are quiet, almost maintenance free, and the cost per vious spike led to greater demand for smaller cars and diese ile is much cheaper than present intemal combustion engines for passenger cars. However, as soon as OPEC engines. But, the problem with all electric vehicles is their countries lowered their prices, Americans had a growing poor infrastructure to support the vehicle. For example, an demand for larger cars for many years. This eventually led all-electric car will not be useful except in very limited to the SUV craze of the 1990s through about 2006. Now, a conditions due to restrictions on its range. For now, the few years after oil prices again spiked in 2008, he wonders range is not sufficient on the best of electric cars for use if consumers really belicve oil prices will remain high.If without the widespread availability of electrical plug-in consumers believe this, they will probably prefer smaller, receptacles needed to recharge the car. This is not some- fuel-efficient vehicles. If they do not, he believes demand thing that will change overnight and even if there are plugs for these smaller vehicles will be a passing fad. available, there must be meters with pay A second issue that concerns Thomas is the market's attitudes toward global warming. He is concerned because even though he realizes the scientific community is in rea- teiving public has such an infrastructure available. sonable agreement about global warming, there is enough ing users to pay for the electricity consumed. This may occur in limited situations but it will be many years before Douglass believes that all electric cars will find a niche controversy in the information environment to cause con n the market but that the range limitation would cap sales. sumers to wonder if concem for global warming is rea She believes that several manufacturers will enter this busi- Also, Thomas doesn't know how to deal with global warm ness and will develop different vehicles for different pur ing in terms of the direction he should take with his auto poses. These vehicles will differ in terms of speeds, passenger mobiles. He knows consumers have varied thoughts about space and storage payloads, range, and cost. She believes global warming. Some believe it is a hoax. These con there will be many market entries, competition will be fierce, sumers enjoy citing record-low temperatures which appear and no one will get an upper hand on the volume needed to from time to time. Other consumers believe there may be global warming but it is a natural phenomenon of the eam respectable profits. The Douglass Report suggests that ZEN's best oppor- earth's temperature cycles. These consumers do not believe tunity will reside with hybrids that use both electric power mankind contributes to global warming. If either of these and engine power, using either gasoline, diesel, biodiesel, or arguments-cither it doesn't exist or it exists but mankind even CNG. The key to the future was thought to be hybrid docs not affect it-becomes widely accepted, then global cars with an electric motor charged by and altenating with warming will have little effect on automobiles. On the other an internal combustion engine. Her best choice for the hand, if consumers believe their automobile exhaust affects engine fuel for now is biodiesel simply because diesel global warming and it is a real potential threat to life on the engines get higher miles per gallon (mpg) than gasoline and planet Earth, there could be tremendous changes in the there is not likely to be a major change in the infrastructure needed to make biodiesel widely available. Some fonm of Not long after Thomas was hired as CEO, he hired diesel will be necessary for the trucking industry, for exam- Marilyn Douglass, former director of marketing researchat ple, for years to come. The Douglass Report recommends tvpes of automobiles desired in the near future. Nord Motors, who has many years of experience working in the automotive industry. Nord Motors is a major com that this decision be confirmed by others at ZEN. The report stated that ZEN's competitiveness will petitor of ZEN. Thomas wanted Douglass on his team depend on selecting the car designs (models) that best meet because he felt he needed someone to interpret consumers market demand. The underlying premise is that all vehicles future automotive needs. He asked Douglass to prepare a will need to have high mpg ratings and that demand will dif- report summarizing what she felt were the major automo- fer depending on the size of the vehicles. Generally speak bile alternatives for ZEN to consider. Her report, referred to ng, the larger the vehicle the less the mpg: so the smallest model will have "good" mpg. Some broad choices include: Regarding fuels, ZEN should consider only making hybrid autos in the near future. ZEN has another division of top researchers who are investigating new fuels and engines of the future. They have spent considerable time a. Very small, one-seat vehicle designed to get near max- b. Small, two-seat vehicle designed to get high mpg Basic Marketing Research: Using icrosoR Excel Dete Analysis, Third Editon, by Ain C. Bums and Roneld F. Bush. Pubfished by Prentice Hal

Explanation / Answer

Validity in qualitative research indicates the extent to which the research objective and methodology is sound. Validity defines how appropriate is the research objective, the goals, the methodologies as well as the tools used for the study.

The different ways in which validity in qualitative research can be improved are:

Thomas can resort to any or all of the above-mentioned ways to improve the validity in the research process.

http://www.statisticssolutions.com/conducting-qualitative-research-validity-in-qualitative-research/

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4535087/

https://cirt.gcu.edu/research/developmentresources/research_ready/qualitative/validity

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