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Mkt 500 Marketing Debate Paper

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Week # 2 – Marketing Debate
Editha Bartolo
International American University
MKT 500: Marketing Management
Prof. Michael Kahler, Ed.D.
January 14, 2018 Market Research - Quantitative or Qualitative
Market research is a process of collecting and analyzing the data and information about the target market. The main purpose of marketing research is to provide a company with a comprehensive view on how to better satisfy customers or consumer’s needs and wants. It helps the company to identify the competition in the market, the marketing strategies to implement and the action to take to improve their products and services.
Every companies or marketing researchers have different methods or techniques in conducting their research. It mostly …show more content…

It is conducted thru online/web, email, mail, telephone, and face-to-face.
On the other hand, qualitative market research provides reasoning for customer opinions, feelings, action, needs, and wants relating to business’s products and services. This type of market research is an open-ended conversational technique that does not follow a structured or fixed set of questionnaires unlike in quantitative market research. It allows customer to give their opinions depending on their feelings and views.
Qualitative market research often collects data thru conducting individual interviews, group discussions and other innovative techniques. The main objective of this type of marketing research is basically to get customers ideas about the product and services they are selling or about to sell. By understanding customers views, it allows the marketers to change or adapt to their idea to ensure customer’s satisfaction and competitiveness in the …show more content…

In my opinion, it is good to use both methods. It depends on the requirements of the researcher or how much information is needed to make the research very efficient. Some companies start their market research by using quantitative method first followed by qualitative approach.
For example, an entrepreneur would put up a solar panel business in California, the market researcher would first need to know the population or the number of home owners in the area. The company can use a quantitative market research method by conducting an online survey, email, mail. The collected data can be analyzed by using some tools or system. It will also enable the company to get the statistics of the target market.
The qualitative market research approach can be use to check if the proposed business is feasible by conducting interviews in malls, homes and schools. It allows the market researcher to get the opinion or views of target customers about the installation and benefits of using a solar panel in their house.

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