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Market Research: Kelogg's
Pages 5 (1255 words)
Name: Course: Date: Market research Market research is an important aspect that can help a company or any other business entity understand the nature of the market the business aims to serve, who are the likely competitors and how the business can apply marketing strategies to overcome its competitors (Kish, 1965 p21).
Owing to the fact that, it is well known in advance, what the research is seeking to understand, then, a quantitative market research is the method most appropriate for application by Kellogg's, as compared to the qualitative method. While a qualitative method of research offers a complete description of the company’s situation, quantitative research will go an extra mile to classify and express the situation in a quantifiable manner (Herbert, 2005 p229). The quantitative method of research proves the most appropriate in the sense that the objective of this method is to seek precise measurement and analysis of shoppers behaviors and attitudes, where the results are presented inform of data and statistics. This serves to create a clear and precise understanding of the issues at hand, in that the specifics of these issues are brought into the limelight in ways that are easily quantifiable (Bethlehem, 2012 p51). Paramount is the fact that a research by Kellogg’s, in trying to understand the attitudes and the behaviors of the buyers towards its products, will be well depicted under the application of quantitative methods of research, in that, the data obtained is more efficient (Groves, 1989 p23). ...
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