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Market Research: Kelogg's - Assignment Example

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Market Research: Kelogg's

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). The method also allows the opportunity to develop and test hypotheses, while allowing for the generalization of the results and findings of the study, through an inference into the general population. This is a significant aspect of the research that Kellogg's should undertake, in that it will go a long way in helping the company observe the behaviors and attitudes of the shoppers in a broader perspective, while generalized to the whole of the Australian shoppers (Fricker, 2008 p195). Quantitative method of study allows the researchers to remain more objective, as opposed to qualitative research, where the researcher is highly subjected to the subjects of study. Additionally, the ability of the quantitative research to give rise to findings that can be verified and validated statistically is very vital for Kellogg’s since it creates a better understanding of the market environment of its products, which can easily be validated, increasing the reliability and accuracy associated with the data (Weimer, 1995 p18). The ability to control the research by the researchers, through the application of certain rules and procedures makes quantitative the most appropriate method of research for Kellogg’s to apply. Most advantageous is the ability of this method to yield results, which are measurable and with low chances of bias (Davies, 2006 p14). However, the limitation associated with the application of quantitative methods of research is the fact that, the study will be limited to the analysis of certain variables, guided by the rules and procedures of the research that are predetermined (Romney, 1988 p9). Additionally, some aspects of the shoppers’ behaviors and attitudes that are not quantifiable may be ignored through the application of the quantitative method of study, yet they could be informative and of great importance for appropriate decision making regarding the products and marketing strategies for this company (Davies, 2006 p15). Data collection helps in obtaining information that can be analyzed later and applied in decision making by a business, regarding its products and mark ...Show more


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)…
Author : kaufderhar
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