In marketing to analyze the market using quantitative and qualitative research methods.On what kind of questions can be answered marketing research?
Firstly, market research to help understand the motivation of the audience when buying goods or services.Secondly, thanks to qualitative and quantitative methods can be found on the opinion as a consumer product.Quantitative and qualitative research methods make it possible to analyze and understand the reason why you are losing customers, and they want to use the services of your competitors.Ongoing research is helping to make the necessary changes in the product or service to customers to buy more and more, and would gladly recommend your company familiar.In short, quantitative and qualitative methods and organization studies in marketing gives you the opportunity to grow and be competitive.
quantitative study answers the question "how" and "who."This kind of research helps to assess the degree of popularity of a brand or trade mark, indicate the main group of consumers, to analyze the prospects for marketing.The form of quantitative research is a survey or poll of the general audience in the context of a limited range of problems with the subsequent dissemination of research results to all consumers.
In analyzing the results of quantitative research used statistical methods for processing the information received and used to calculate and evaluate the structure of supply and demand;market capacity;prospects of development of a single product, as well as various areas of development of a group of products or product portfolio.In addition, quantitative studies are used to evaluate the effectiveness of marketing campaigns and the effectiveness of the advertising network of distributors, and calculated the reaction of consumers to potentially possible marketing moves producer.
Methods of quantitative research are different types of interviews and tests at home, armchair survey method, hall-tests and audit retailers.
Qualitative research methods reveal deep psychological reasons for the buyer to perform certain actions and characterizes them.This can be a free choice, a choice influenced by external factors (eg aggressive advertising of competitors), or unwillingness to purchase your product is, the reluctance to access your service.Analysis of the causes of this behavior, the true motives, moods and attitudes of potential customers - all included in the scope of qualitative research.
Qualitative research methods are divided into the most popular in-depth interviews and focus groups.In addition, the analysis system are mixed methods to simultaneously obtain both qualitative and quantitative information.
-depth interviews and focus groups as qualitative research methods make it possible to identify the attitude of the buyer to the appearance of the product, its packaging, design, etc.This form allows you to research to make sure that, for example, a label or image on it, does not offend the religious feelings of the buyer, or gives him negative emotions of another nature.This qualitative studies provide an opportunity to detect these factors and eliminate them at the design stage, before the start of production of a particular product.
to mixed methods qualitative research method is a "secret shopper", which is often used for the analysis of the level and quality of customer service in a variety of retail outlets.This method of identifying deficiencies often carried out with the approval of the management of the network.
