1. Introduction
	2. Literature review
	3. Research methology (gifts)
	4. Result
	5. Conclusion
	- Recommendation
	6. Reference list
	- Appendix
	7. NUMBER EVERYTHING (1.0, 2.0)

Who has x, why did they buy x
F2f interview, past tense

Customer research
	- Collecting data (F2F, TELEPHONE) (DON’T COMPARE)
	- Strengthen the relationship between customer and the company

	- Chinese
		○ Huawei
		○ Xiaomi
		○ OnePlus
		○ Android vs iOS, price worth it?
		○ Holzweiler

Steps
	- Idea
	- (Funding, time)
	- Proposal
	- Submit proposal
	- Manage grant
	- Conduct research (5 people interviewed)

Qualitative Research
	- Method
	- Discussion guide

Research objectives
	- Aim: The goal researcher is trying to achieve.
	- Objective: The steps to take to get to the goal.
		○ Identifying the problem
		○ Find out why it is happening - quantitative research
		○ Explore what is causing the issue
		○ Identifying the solution of the issues
		○ Develop ways to implement the solutions
Collecting secondary data
	- Secondary data is collected to follow up research objective statements.
	- Data that was collected by someone other than the user.
	- Syndicated data is data collected from large numbers of users periodically and sold to interested buyers.
	- Examples of secondary data are research reports, government, reports, censuses, weather reports, interviews, the internet, reference books, organizational reports and accounting documents.

Qualitative Research Design
	- Face to face
	- Focus groups.

In business context, qualitative research can be related to
	- Understanding their motivations concerning products or services
	- Understanding consumers feelings concerning a product or services

Qualitative research can be valuable>
	- Developing new products
	- New marketing initiatives

The key data collection Techniques include:
	- In depth interviews
	- Focus groups (no)
	- Projective tests
	- Metaphor analysis
In- depth interview
	1. Conducting intensive individual interviews
	2. Small number of respondents
	3. Explore their perspectives on a particular
		a. Idea
		b. Program
		c. Situation
	4. A depth interview is lengthy
	5. Unstructured interview
	6. Useful when you want detailed information about a persons thoughts and behaviours

Limitations and pitfalls
	- Prone to bias
	- Can be time intensive
	- Interviewer must be appropriately trained
	- Not generalizable (cannot push it to the outside world)

Research sampling
	- Probability sampling (Representative samples)
		○ Random sample
		○ Sjekk PPT
5 steps, writing and presenting your findings
	1. Clear idea of your research questions and hypothesis
	2. Summarised articles you collected
	3. Start writing sections that are clearest to you
	4. During writing progressions, you are able to identify area lack of information.
	5. Ensuring correct citations for all resources

Actual state need recognition
Desired state need recognition

Evoked set (consideration set, know the brand)
Inept set (excluded)
Inert set (uninterested because no advantage)

Decision rules
	- Compensatory rules
		○ Each relevant attribute weighted
		○ Summated score for each brand
		○ What to buy, choice
	- Noncompensatory rules
		○ Conjunctive
		○ Lexicographic
		○ Disjunctive
		○ No choice
	- Affect referral
		○ Highest score from others