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Methods of marketing research - Essay Example

This differentiate it from Quantitative Research in which a large group of respondents provide data that are statistically analyzed.
Qualitative research methods are used primarily as a prelude to quantitative research. They are used to define a problem, generate hypotheses, identify determinants, and develop quantitative research designs. They are expensive and slow. Because of the low number of respondents involved, these exploratory research methods cannot be used to generalize to the whole population. They are however, very valuable for exploring an issue and are used by almost all researchers.
Quantitative research is an overall presentation of a research. It defines the problem, the research design and the method of data collection and most of all the data is interpreted using the various statistical tools like
The data collected is interpreted and presented using charts, graphs and diagrams to be easily understood. The quantitative technique is more accurate because it involves a large number of sample compared to the qualitative technique.
As qualitative technique is a proceeding event to the quantitative technique, it is used to define a problem, generate hypothesis identify determinants, and devel...
They are expensive and slow. Because of the low number of respondents involved, these exploratory research methods cannot be used to generalize to the whole population. They are however, very valuable for exploring an issue and are used by almost all researchers.
Examples: include focus groups, in-depth interviews, and projective techniques.



Why Quantitative is more important in marketing research
Quantitative research is an overall presentation of a research. It defines the problem, the research design and the method of data collection and most of all the data is interpreted using the various statistical tools like
Parametric tests of a single sample: t test, z test.
Parametric tests of two independent samples: two-group t test, z test.
Parametric tests of two independent samples: two-group t test, z test
Nominal/ordinal level test of a single sample: chi-square, Kolmogorov-Smirnov one sample test, runs test, binomial test and many more
The data collected is interpreted and presented using charts, graphs and diagrams to be easily understood. The quantitative technique is more accurate because it involves a large number of sample compared to the qualitative technique.
As qualitative technique is a proceeding event to the quantitative technique, it is used to define a problem, generate hypothesis identify determinants, and develop quantitative research designs, and qualitative research design cannot be used to generalize the whole population as it involves a less number of respondents.
Example :
If pepsi wants to launch its soft drink in a country and the manager wants to research that whether his soft drink (pepsi) would be suitable and profitable to launch in that country, then ...Show more
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Summary

Both descriptive and inferential statistical techniques can be used to analyze the data and draw conclusions. It involves a quantity of respondents sometimes ranging in number from ten to ten million, and may include hypotheses. Marketing research may include both experimental and quasi-experimental research designs.
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