CLOSURE: Central Library will be closed Tuesday, July 21, through Saturday, July 25, while emergency repairs are made to the building’s cooling system. We expect to reopen Monday, July 27. Click for more details on holds, program schedules, and returns during the closure. 

Notice of Public Meeting: Kalamazoo Public Library Board of Trustees | July 27 | 5:30 pm | Central Library/Van Deusen Room. The packet of information for the meeting can be found on the library’s website. 

NOTICE: Due to a power outage, Oshtemo Branch Library is closed Tuesday, July 21 until further notice.  

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Market Research: Qualitative (2021)

Summary

Learn how to conduct qualitative market research to inform your marketing strategy and business plan.

If you’re a modern-day marketer, you’re not going to get by with just numbers, charts, and graphs anymore. In addition to your quantitative data, you need to learn what your customers really want. In short, you need to know your customers. You have to know what’s going to motivate and drive them, what they’re feeling as they’re making buying decisions, interacting with your products, or engaging with your brand. In this course, market research expert and best-selling author Sarah Weise walks you through the best practices and processes of gathering qualitative research, and how it should fit in with your marketing strategies. Sarah’s tactical course shows how to conduct a new research project, and covers topics like interviews, focus groups, diary studies, and ethnography. She also gives guidance on selecting the right methodology for your research and tips on moderating your groups.

Subjects

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