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Discussion on: The best marketing research is quantitative or qualitative in nature?

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ncitujjwal profile image
ncitujjwal

The reason I think that qualitative research is better than quantities research is that qualitative research is an in-depth exploration of what people think, feel or do and, crucially why. If you want to know why your customers behave as they do and what barriers there may be to their changing the behavior, you would use qualitative research to explore those issue. Qualitative research does not give statistically robust finding.

Qualitative research is based on opinions, attitudes, beliefs, and intentions. This kind of research deals with a question such as "why”? "Would”? Or "How”? Qualitative research aims to understand why customers behave in a certain way to how they may respond to a new product. Given that these opinions are often obtained from small numbers of people, the findings are not necessarily statistically valid (McQuarrie & Edward, 2017). However, such data can be highlight potential issues which can be explored in quantities research. Focus group and interviews are common methods used collect qualitative data. This kind of data is often revealing and useful, but it is costly and time - consuming to collect, particularly for a startup or small business.

The main objective of doing qualitative research is to enhance our capacity to conceptualize, design, and conduct qualitative research in the marketing management. First qualitative research is a strategy for systematic collection, organization, and interpretation of textual information (Leslie, 2017). We use the word strategy to collect the fact, the qualitative research question is thoughtful, deliberate, conceived up with the border content to context with the relative strength and limitation of the qualitative method. The second thing is to use an inductive approach to generate novel insights into a phenomenon that is different to measure quantitatively. It’s systematic, It’s rather realizing on a setup established, well defined, articulated methodologies for the collecting, organizing and analyzing the qualitative data.

The qualitative method can do a couple of things too broad markets, the first thing generating a comprehensive description of process, mechanism, and setting. The qualitative and quantitates methods really exist along continue of measurement that each has respective strength and limitation.

The five-module on the series talk more about the primary methodology of qualitative research are (Leslie, 2017):

  • Qualitative method in term of approach is inductive in nature . So, when not coming to research question with any of very hypothesis and testing rather working from the ground up.

  • Qualitative research in term of the goal is to achieve the depth of understanding. So, looking very deeper way to unpack critical facts about given phenomenon. We may be interested in generating the hypothesis that can be done a tested in the qualitative study.

  • Qualitative research work across a natural setting . It’s not experimental, it’s not controlled does not happen in a research lab rather than often interested in a feature on the natural environment.

  • Sampling approach in qualitative research is purposeful in nature

  • Data collection in the qualitative method is done by interviewing guys, various kinds of observation tools is a much more open-ended than structured service and instrument we used in qualitative studies.

  • Lastly, data analysis is iterative, it’s a process of interpreting the data goes out the field collecting data interpreting that going back out the field this is a contrast in our an approach.

In conclusion, qualitative methods can provide unique contributions to marketing and market study. There are rigorous and widely accepted procedures for study design, sampling, data collection and data analysis in qualitative research. And the remaining the five module which we already discussed these are an interview and focused grouped and data analysis in the context.

References
Leslie, C. (2017). Fundamental of Qualitative and research methods. Yale Global Management & Leadership Institute .

McQuarrie, E., & Edward, T. (2017). The market research toolbox. A concise guide for the beginner, 15-17.