What Is The Best Type Of Marketing Research (Qualitative Or Quantitative)?

BUSINESS AND MARKETING
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The main aim of a marketing research is to do a fact-finding on behalf of the business, in order to come up with the most suitable strategy regarding decision making and overall business operations (Kotler P, et al 2010). Marketing research is important to the survival and long-term success of any given business in a competitive market. There are two distinct methods of marketing research namely; qualitative and quantitative. When it comes to the Qualitative type of market research, the main focus is the customers and their perceptions concerning goods or services offered. On the bigger picture, it also analyzes their attitudes, behavior and opinions towards the same. On the other hand, quantitative research entails collection of data that often results to analysis aimed at understanding trends in the data.
From a personal point, qualitative research is the best method of marketing research. This is because unlike quantitative research, it focuses more on the consumers as the main sources of information targeted. This method also allows for a wide range of responses to be given during a research as opposed to quantitative research which only goes by specific questions that require specific responses. Qualitative research when used appropriately gives an insight to the emotional qualities of targeted consumers thus enabling marketers to design goods and services which are in tandem with consumer emotions. The result is always a strong product or service that dominates the market; something every marketer would wish for (Wilson A. M., et al 2009)
In conclusion, qualitative research has a disadvantage as compared to quantitative research in that, it deals with a wide range of informati...