QUALITATIVE RESEARCH METHODS

Advertising Seeks To Form A Relationship Between The Brand And The Consumer, Explain Why And How The Industry Uses Qualitative Research Methods To Understand Consumer Desire

Advertising Seeks To Form A Relationship Between The Brand And The Consumer, Explain Why And How The Industry Uses Qualitative Research Methods To Understand Consumer Desire

Introduction

Data collection methods in marketing research can be classified into two groups i.e. quantitative and qualitative research. Quantitative research is usually identified with carrying out various surveys that are based on the use of closed structured questions that are answered by a large number of respondents. Characteristic features of these studies are well-defined format of the data collected and their sources, the processing of data collected by means of streamlined procedures, which are mainly quantitative in nature. Qualitative research involves the collection, analysis and interpretation of data by observing what people do and say. The observations and conclusions are qualitative in nature and are not made in a standardized form (McNeill, 1989).

Qualitative data can be translated into a quantitative form, but this is preceded by a special procedure. Qualitative data does not provide objective insights regarding the marketing research conducted. When the marketer or the researcher wants to know that how many individuals will respond in a certain manner or how many individuals hold a certain view or opinion regarding a matter of concern.

The main advantage of qualitative research is to understand the consumer and through this knowledge companies can design specific products for those people. As marketers understand how people behave, what it does, how is their daily life and what their expectations, marketers can design a product that engages all this dimension of behaviour.

Discussion and Analysis

Selection of marketing research depends on a variety of circumstances, of which the first place is the goal set by the customer, then the time allowed for the collection of information, financial constraints, and the type of data that are needed to resolve the problem posed, and naturally also the type of service being assayed. Qualitative research enables us to capture the person (client / consumer) experience, their feelings, their opinions about what is investigated, learn about their habits, customs, culture, ways of thinking and acting. The in-depth qualitative research requires the researcher to access material that is not available in consciousness and / or is not easily expressed by the consumer. The modern market is characterized by a number of business entities that differ in both size and ownership, and in the way the impact on the market.

Conceptually, the regulative principles of marketing management make it possible to distinguish between the main quantitative and qualitative indicators of the company's operations and serve as the basis for defining the concept of the company (Bonoma, 1985).

In order to understand the negative aspect of qualitative marketing research, an example can be considered. For instance, if a company wants to discern that how many people or what percentage of the market is aware of the company's particular product, then a qualitative research ...