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qualitative versus quantitative research
qualitative versus quantitative research
qualitative versus quantitative research
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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...
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...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
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.
Kotler, P., Keller, K.L. (2012). Marketing Management (14th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
McDaniel, C., & Gates, R. (2007). Marketing research essentials (6th ed.). Noboken, NJ: John Wiley & Sons.
McDaniel, C. & Gates, R. (2006). Marketing Research (7th ed.). Hoboken, NJ: John Wiley &
One example of a qualitative research method is a focus group. A focus group includes a moderator and a group of selected participants. In this focus group the moderator will not offer any opinions but simply ask questions of the group and keep the discussion on track. The participants will be able to veer away from the set questions prepared by the
Within scientific research there is always a strong debate between those that prefer quantitative methods and those who prefer qualitative ones. proponents of quantitative methods have built the standards in experimental research and in researches performed on a large number of subjects and which use sampling criteria and statistical analysis techniques. On the other side, the qualitative method uses procedures of qualitative nature both at the level of collecting the data as well as the level of analyzing them (Tagliapietra, Trifan, Raineri & Lis, 2009). The gathering data procedures include: interviews, group discussions, observations, journals; while the analysis procedures include coding, categorizations and systematic confrontation between the categories and their dimensions. Such research is often defined as an explorative one, opposite to “classical” scientific research aiming to confirm / disconfirm initial hypothesis. Among the qualitative methods used in the scientific research we can list: Focus Group, Speech Analysis, Conversation Analysis, Grounded Theory and Phenomenological Interpretative Analysis (Tagliapietra, Trifan, Raineri & Lis, 2009).
Aaker, D. A., Kumar, V., & Day, G. S. (2007). Marketing Research (9th ed.). Hoboken, NJ: John Wiley & Sons, Inc..
Etzel, Michael J., Stanton, Bruce J., Stanton, William J. (2004). Marketing. (13th ed.). Boston: McGraw-Hill.
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill.
Lamb, C. W., Hair, J. F., McDaniel, C. D., & Wardlow, D. L. (2009). Essentials of marketing (6th ed.). Cincinnati, Ohio: South-Western College Pub..
Grover, R & Vriens, M 2006, The handbook of marketing research: Uses, misuses, and future
Researches are different in nature but in a number of aspects they do have some commonalities. One of the common aspects is the requirement to collect data. Qualitative interviewing methods help researchers to observe and record a subject's unique viewpoint or experience as it narrates a particular issue. Questions are open-ended and the discussion is conversational in nature. The methodology allows the subject to provide a firsthand, first-person account. This gives the interviewer insight into where a subject is coming from, rather than getting “yes” or “no” answers that provide incomplete feedback. Data collection can be resultant of a number of methods, which include interviews, focus groups, surveys, telephone interviews, field notes,
Malthotr, N , Birks, D & Wills, B (2012). Marketing Research AN APPLIED APPROACH. 4th ed. England: Pearson Education Limited. Pages 101-590.
It is important that researchers are knowledgeable of the qualitative research methodologies in order to select the most appropriate to investigate their problem of interest, and thereby selecting the most appropriate data collection methods that will aptly produce the richest data for analysis.