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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. ...
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:
Ø Qualitative marketing research:
Ø Quantitative marketing research
Ø Observational techniques
Ø Experimental techniques
As this paper is about qualitative research I have interviewed a consumer in-depth about two of his favorite products. ... I also told him that my purpose of the research is to know about one of his favorite things which is low priced and the other would be a high priced product. ...
· Technical Research: The Technical Research group is responsible for investigating new technologies related to Electro-Mechanics and providing Toyota Motor Corporation (TMC) with the information necessary to make decisions on future product development. ...
Conclusion:
Qualitative research methods are used primarily as a prelude to quantitative research. They are used to define a problem, generate hypotheses, identify determinants, and develop quantitative research designs. ... Because of the low number of respondents involved, these exploratory research methods can not be used to generalize to the whole population.
Approximate Word count = 1934
Approximate Pages = 7.7
(250 words per page double spaced)
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