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Contrast between quantitative and qualitative research
Strengths of qualitative research method
Compare and contrast qualitative & quantitative research methods
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Marketing Research Tools A variety of marketing research tools are available and are categorized as primary or secondary research. Discussion of how primary or secondary research tools fall into quantifiable or qualitative research and what qualifies as quantifiable or qualitative approaches is addressed. Quantitative Research According to Burns and Bush (2006), “quantitative research is defined as research involving the use of structured questions in which the response options have been predetermined and a large number of respondents is involved” (p. 202). Quantitative research often uses numerical values; however, the data is always very structured in standardized form, are clear in definition, and provide an orderly process. Qualitative Research “Qualitative research involves collecting, analyzing, and interpreting data by observing what people do and say. Observations and statements are in a qualitative or non-standardized form” (Burns & Bush, p. 202, 2006). This type of research is beneficial in gathering behavioral data; however, it can be lengthy in interpretation time, resulting in delayed outcome. Sampling will typically be smaller in size also. Primary Research Primary research is considered pertinent to the research at hand specifically formatted, conducted, and compiled to reflect substantive data directly related to the specific issue. Primary research can be expensive to prepare, implement, and data interpretation can be time consuming. Primary research can be both qualitative and quantitative in data provided, often referred to as pluralistic research. There are two primary categories of primary research, which are exploratory, and specific, and directed at a target audience that would provide substantive... ... middle of paper ... ...y data both possess benefits to an organization; however, it is ultimately dependent upon the information needed regarding the best type of research application for the particular organization. Commonly the most cost efficient way for an organization is to glean what information is available in the secondary data sources. If research information proved insignificant, primary research may be the best research to implement. Works Cited Aaker, D. A., Kumar, V., & Day, G. S. (2007). Marketing research (9th ed.). Hoboken, NJ: John Wiley & Sons. Burns, A. C., Bush, R. F. (2006). Marketing research: Online research applications (5th ed.). Upper Saddle River, NJ: Prentice Hall. Entrepreneur Media, Inc. (2011). Small Business Encyclopedia: secondary market research. Retrieved November 19, 2011, from http://www.entrepreneur.com/encyclopedia/ term/82616.html.
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill Company.
Armstrong, Gary, and Philip Kotler. Marketing: an introduction. 11th ed. Upper Saddle River, NJ: Pearson Prentice Hall, 2013. Print.
Burns, A. C., Bush, R. F. (2006). Marketing research: Online research applications (5th ed.). Upper Saddle River, NJ: Prentice Hall.
...t embrace change as the world around them continues to change at different speeds. It will be necessary for the company to utilize both primary and secondary research and various research methods to gain an overall analysis of the target market. They will need market research to aid in the decision making that will drive their business to the next level with the intent of maximizing the company’s returns.
Although this method is limited when answering specific questions, it is key for background research. Using secondary research, one can determine trends, utilize data from past reports and gather opinions on multiple media platforms.
McDaniel, C. & Gates, R. (2006). Marketing Research (7th ed.). Hoboken, NJ: John Wiley &
Primary sources are essential to any research that wishes to be factual and true to
According to Smith (1983) quantitative research is to explain, predict and develop laws that can be universally applied and Qualitative research is the interpretation and understanding of what people give to their situation. The researchers clearly stated the purpose of their studies, aim, objectiv...
McDaniel, C. & Gates, R. (2006). Marketing research (7th ed.). Hoboken, NJ: John Wiley & Sons.
“Quantitative study involves collecting data from relatively large samples, the data collected are usually presented as number, often in table, on graphs and on chart” (McGivern 2006: 57). Qualitative study is less easy to define. It explores questions such as what, why and how rather than how many and how much, it is primarily concerned with meaning rather than measuring (Keegan 2009: 11). This study is quantitative in nature.
Gelo, O., Braakmann, D., & Benetka, G. (2008). Quantitative and Qualitative Research: Beyond the Debate. Integrative Psychological & Behavioral Science, 42(3), 266-290. doi:10.1007/s12124-008-9078-3
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill.
Grover, R & Vriens, M 2006, The handbook of marketing research: Uses, misuses, and future
Primary research can be conducted by me or a company I hire to gather data and information for a specific project via interviews, focus groups and experimentation. This quality of information is more regulated with a specific purpose in mind. However, costs can be higher and may take more time to get results. Secondary research, on the other hand, is research using data which has already been collected by another person and can be relatively inexpensive. This data, however, may not be up-to-date and too general for a specific need. Secondary research can be found in journals, libraries and online sites. Primary and secondary research can be either quantitative or qualitative.
This paper will outline the importance of marketing research and apply that importance to a communication to the management team at Johnson & Johnson’s Consumer Products group. The discussion with management will include the use of current marketing research tools by the company today and the application of each.