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An advertising agency has selected three pieces of music that it could use in a new advertising campaign. It has come to you as a researcher to help in making the case for selecting the right piece of music for the campaign. What would be the case for using qualitative techniques for this task?

Would a 12-year-old schoolchild who has not been exposed to any academic theories about ‘service delivery quality’ be more creative and open-minded, and thus better suited to conduct a grounded theory approach, compared with a 22-year-old business studies graduate? Would your view change in any way if the study were about a game or toy that was specifically targeted at 12 year olds?

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