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Comparing & contrasting qualitative and quantitative marketing Essay

Comparing & contrasting qualitative and quantitative marketing

Introduction

Marketing research is the process by which an organization gathers; records and analysis data concerning the marketing activities of its products and services. The research about the market can be done to identify the customer behavior or the activities of other related businesses in the market. Marketing research can also be divided into qualitative and quantitative marketing research (Marketing Teacher Ltd 2010). The purpose of qualitative and quantitative marketing research is to identify the market needs of the customers. This research helps the management to manufacture and market products according to the specific needs of the customers. Matching the needs of the customers to the product design is a very important aspect which requires adequate research about the market patterns. The changing patterns of market conditions require the management to collect data about the behavior patterns of the customers and the entire market conditions. A focus on the qualitative and quantitative research methods identifies the similarity and differences between the two methods (Weinreich Communications 2006). Social marketing requires the marketers observe the market changes as well as the consumer behavior by the use of both quantitative and qualitative methods. The market research aims at

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identifying the attitudes, reaction, behavior and preferences that customers in a particular market have towards the products of a particular company (Weinreich Communications 2006).

Comparison between quantitative marketing research and qualitative marketing research

Both marketing researches use questionnaires to collect data about the market patterns and to identify the needs of the customers. Creating strategies and plans about the market requires the use of both qualitative and quantitative marketing research. Both methods are tools of planning and the management uses them to make decisions. Decision making process has been simplified by the use of information from these two tools. To make important decisions about the market requires the use of both methods since none of the tools can exist by themselves without the support of the other. The judgment of the researcher is used to determine the best tools to use in particular market situation. The researcher identifies the market conditions and aligns them to the tools available as well as the resources that the researcher has to conduct the research. The two research methods are important in the identification of the progress of projects that an organization undertakes. The management carries out continuous research about the project to determine the changes that are necessary to ensure the projects achieve their goals and objectives. Decision making process requires the use of data collected from the market to provide the management with information about the best strategies to adopt (Andreasen, 1995).

Contrast between quantitative marketing research and qualitative marketing research

According to Davies (2008, para. 2) the difference between the two methods is that the “quantitative research deals in numbers, logic and the objective, while qualitative research deals in words, images and the subjective.” Quantitative research deals with convergent reasoning. It is based on the logic, numbers and statistical data that provide a good picture about the market patterns and behavior of the consumers. Qualitative research processes data that is related to emotions, words, color and other divergent reasoning aspects of the human beings. The collection of qualitative data involves the use of interviews, observation and other methods which do not involve the use of statistical information. Compared to quantitative data the qualitative data is subjective about the research. Most of the data collected by qualitative tools is dependent on the researcher himself/herself. Quantitative data is factual and does not depend on the research. The researcher collects the actual data observed and there is no objectivity about the collection of the data. Quantitative tools use objectivity and generalization about the data being collected. The reliability of the data is determined before they are used to ensure the marketer collects the most important information about a certain market situation. The quantities data about a certain sample can be used to predict the characteristics of the population. On the other hand, qualitative research about a sample can deviate by great margins from those of the population. Quantitative methods have a weakness that they deviate away from the real world and put market situations in a state that does not represent the actual settings of the systems. Qualitative methods represent data in its actual sense and provide a clear picture about the reality of things in the market (Weinreich Communications 2006).

Conclusion

Marketing research helps an organization identify the needs of the customers and match these needs to the design of the products being released into the market. Quantitative research deals with statistical data which seeks to obtain data about convergent reasoning. The qualitative marketing research deals with divergent reasoning and tries to collect data about the market. The marketer must use his discretion to determine the best tools to use in a certain situation since there is no laid down procedure or rules pertaining the best tools to use. The nature of the research and the prevailing conditions will direct the researcher on the best tools to use in a particular market situation. Qualitative methods are subjective while quantitative methods are objective in nature.

Bibliography

Andreasen AR (1995). Marketing Social Change. San Francisco: Jossey-Bass Publishers.

Davies, Rod. (2000). Qualitative and Quantitative Market Research. Retrieved May 28, 2010 from;

<http://www.asiamarketresearch.com/columns/market5.htm.>

Marketing Teacher Ltd (2010). Introduction to Marketing Research. Retrieved 28 May 2010 from;

<http://www.marketingteacher.com/Lessons/lesson_marketing_research.htm.>

Weinreich Communications (2006). Integrating Quantitative and Qualitative Methods in Social Marketing Research. Retrieved 28 May 2010 from;

<http://www.social-marketing.com/research.html.>

 

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