Researching the question of quantitative versus qualitative

Researching the question of quantitative versus qualitative marketing research will allow you to assess both the advantages and disadvantages of these types of research. This exercise will allow you to see that both of these measures are a very important resource for the marketing manager.

Marketing research involves deciphering actions, or behavioral purpose to numbers. Marketers may opt for the more stimulating type of research that focus groups bring as opposed to sheer volume of quantitative data.

Respond to the following:

• In your opinion marketing research should be quantitative or qualitative. Please support your answer with examples.

Solution

In my opinion it is wise to combine both method while performing a marketing research because they complement each other.

Qualitative research provides information on what people think, for example if you want to know why customers behave on a specific way towards a product you would use this method.

Quantitative research provides information of how many people think towards the product and using statistics tools you can make an analyze of your universe.

Using both methods will provide you enough information to your marketing research because you will be able to fully understand your customers