Marketing Research Tools

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Recommended: Qualitative versus quantitative research

Marketing Research Tools

This paper will help demonstrate the differences between different marketing research tools. Three means of data collection for market research are quantitative, qualitative, and pluralistic (Burns & Bush, 2006).

Qualitative research allows probing questions on small groups, yet obtains more feedback (McDaniel & Gates, 2007). The moderator or interviewer generally has special skills to deliver the content using exploratory research. By contrast, larger groups use quantitative research methods. The feedback is more limited because of the larger data size. Feedback is more statistical compared to qualitative data that is subjective and interpretive (McDaniel & Gates, 2007). Quantitative research generally relies on computers and databases to distribute the data for analysis later.

Qualitative research methods for primary research generally take more time to collect because the methods are not as intense and less structured (Aaker, Kumar, & Day, 2007). Because the groups contributing are smaller, each can contribute data in more detail than larger groups. E-Mail surveys can deliver efficient responses because everything is captured through the media of the Internet. Cost are reduced because there is not regular mail postage involved. The recipient can also reply at his or her own leisure. Online panel and online focus groups also contribute to primary research without the restrictions to geography. Participants can be selected from around the world for responses to surveys (Aaker, Kumar, & Day, 2007).

Qualitative research can use exploratory, orientation, or clinical methods (Aaker, Kumar, & Day, 2007). One example would be using sales force personnel to estimate sales they expect to close during a given...

... middle of paper ...

...hen collecting the data at the end of the survey and tabulating the results.

The term pluralistic research is defined as a combination of both quantitative and qualitative research methods (Burns & Bush, 2006). The goal is to extrapolate the best results from the two environments. This format is gaining popularity with online shopping analysis (Burns & Bush, 2006).

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.

McDaniel, C., & Gates, R. (2007). Marketing research essentials (6th ed.). Hoboken, NJ: John Wiley & Sons.

Palmerino, M. (2006, November). One-on-ones put the quality in qualitative. Retrieved from http://www.csr-bos.com/value/research/QS_1106.pdf

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