What qualitative research tool(s) would you recommend be used and why?

Case 7.1

Disaster and Consumer Value

In February 2009, bushfires raced across the Australian state of Victoria. This terrible tragedy resulted in the loss of over 300 lives, Australia’s highest ever loss of life from a bushfire. In addition, more than 2,000 homes were destroyed and insurance losses are estimated to exceed $2 billion.33 While rebuilding will take years, at some point after these disasters, it is time to get back to business. But major catastrophic events are likely to leave permanent changes on consumers and employees in the affected areas.

Suppose you are approached by the owner of several full-service wine stores in Victoria. It is January 2010, and they want to get back to business. But they are uncertain about whether they should simply maintain the same positioning they had previous to the bushfires. They would like to have a report from you within 60 days.


1. How could each orientation of qualitative research be used here?

2. What qualitative research tool(s) would you recommend be used and why?

3. Where would you conduct any interviews and with whom would you conduct them?

4. ETHICS Are there ethical issues that you should be sensitive to in this process? Explain.

5. What issues would arise in conducting a focus group interview in this situation?

6. Prepare a focus group outline.


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