What Is the Best Type of Marketing Research 1 Many marketing

What Is the Best Type of Marketing Research? 1. Many marketing researchers have their favorite research approaches or techniques, although different researchers often have different preferences. Some researchers maintain that the only way to really learn about consumers or brands is through indepth, qualitative research. Others contend that the only legitimate and defensible form of marketing research involves quantitative measures. 2. Take a position: Marketing research should be quantitative versus marketing research should be qualitative. Submit in essay

Solution

Quantitative research is based on the data about counts or measures. It involves closed questions about predetermined options involving a substantially large number of respondents. In quantitative research, measurement is quantiative, objective, and has statistical relevance.

Qualitative research, on the other hand, involves analysis and interpretation of data based on observation of consumer behavior and feedback. Its is exploratory in nature and involves open ended questions about concepts, meanings, characteristics, definitions, symbols, metaphors and description of things. This method focuses on not just what, where and when, but also why and how aspects of decision making. The interpretation and analysis of the findings of qualitative research depends upon the experience, sensitivity and skills of the researcher.

In my opinion, research should be qualitative, because it addresses all the aspects and provides wholistic insights generating exhaustive, detailed and valid data contributing to in-depth contextual understanding. However, it largely depends upon the type of project, type of information required, context of study and resource limitations, which determine the method of research that will be most useful. So mostly, both qualitative and quantiative research are combined to get relevant and adequate data for decision making.