Qualitative Research
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Introduction:
This paper is on "Qualitative Marketing Research". After a brief discussion on marketing research, the paper lays out an in-depth interview of a consumer about two of his "favorite" products. One product is representative of a high involvement item and the other represents a low involvement item.
Marketing research
Research covers the search for and retrieval of information for a specific purpose. Research has many categories, from medical research to literary research. Marketing research (also called "consumer research") comprises a form of applied sociological study which concentrates on understanding the behaviours, whims and preferences, mainly current and future, of consumers in a market-based economy.
Types of marketing research
Marketing research techniques come in many forms, including exploratory research and conclusive research. Methodologically, marketing research uses four types of research designs, namely:
Qualitative marketing research:
Quantitative marketing research
Observational techniques
Experimental techniques
As this paper is about qualitative research I have interviewed a consumer in-depth about two of his favorite products. The following section covers the interview session:
I contacted the person whom I am going to interview one week ahead. He asked me to visit him on the 13th February, Friday...