What is qualitative marketing research?What is quantitative marketing reasearch? example please!?

cont.... please provide at least one example each.


What are the limitations of each?


Which method is the 'best' for solving marketing problems today? thx¬!

What is qualitative marketing research?What is quantitative marketing reasearch? example please!?
Qualitative market research methods include focus groups, in depth interviews and ethnographic (observational) research. They are used to get an general understanding of a marketing issue. The benefits are that they are usually less expensive, are flexible by allowing you to change the questions on the fly, and often uncover deeper issues that were previously unknown. The main limitation is that due to the small sample size they are not projectable to a larger population so any resulting hypotheses need to be tested quantitatively.





Quantitative methods usually mean surveys or other ways of gathering data on a large group, like analyzing retail scanner records. They allow you to make statistically projectable statements (e.g. 62% of our target consumers prefer package A) that you can't through qualitative methods. Another advantage is that advanced statistical techniques (e.g. regression) can be used in the analysis. The limitations are the opposite of the qualitative benefits: higher cost, inflexibility, and you can't uncover issues that you don't know about beforehand.





The best practices for market research is a combination of both, especially if you are entering a new market or segment. Use qualitative research for an initial understanding of the market and issues, then follow up with a quantitative survey to verify the results among a reliable sample.
Reply:Qualitative data: words, letters etc. NOT NUMBERS. (open questions, or gender, month of birth)


Quantitative data: numbers. (ranking questions, age questions, height etc.)





Limitations: qualitative: cannot be averaged.


quantitative: is limited in what it can show and be expressed through it.





For solving marketing problems, depends what the problem is. normally a combo of both, but quantitative if its a direct product problem.
Reply:Qualitiative is to do with quality - more like opinions and likes and dislikes, thoughts and feelings. For example you could interview people to see what they think of products or services. A limitation is the results take a long time to write up because all answers are different, so you have to make a summary of the main issues you discovered overall. There is no fixed measurement. But it is very effective at uncovering the underlying cause and effect issues. You may find answers you never predicted to have anything to do with it, but turn out to be the "gems" - key issues.





Quantitative is measurable data. i.e. you could get people to tick boxes as to whether they were satisfied or dissatisfied with a product or service. This is easier to analyse, just count how many people ticked which box. The limitation is that don't get to discover why people felt that way, you only get the data and you could miss the underlying issues people have. You also miss out on discovering issues you may not have considered - because you never made a tick box for that answer. But it is quick %26amp; easy.

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