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You have been hired to develop and conduct a research study for a new upscale restaurant chain coming into your community

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You have been hired to develop and conduct a research study for a new upscale restaurant chain coming into your community. Your client wants to know how people in the community see the competition and what they think of the restaurant’s offerings. It uses an unusual concept that focuses on fowl—duck, squab, pheasant, and other elegant meals in the poultry category. A specialty category, this would be somewhat like a seafood restaurant. One of your colleagues says the best way to do this study is with a carefully designed survey and a representative sample. Another colleague says, no, what the client really needs is insight into the market; she believes the best way to help the client with its advertising strategy is to use qualitative research.

Which of your colleagues do you think has the best answer? What research tools would you recommend and why?