Question

Explain what is qualitative research and why it might be useful to marketers. What are its major drawbacks?  

Answer 1

 

Qualitative research is not deals with numbers or numerical data type .Qualitative research only deals with like categorical type of data .Data from qualitative studies describes the qualities or characteristics of something.Qualitative research is called as a market research method that focuses on obtaining data through open-ended and conversational communication.There are different types of qualitative research methods using in the marketing fields are depth interview, focus groups, ethnographic research, content analysis, case study research .

quantitative research is useful for answering questions such as:

Is there a market for your products and services?

How much market awareness is there of your product or service?

How many people are interested in buying your product or service?

What type of people are your best customers?

What are their buying habits?

How are the needs of your target market changing?

How long are visitors staying on your website, and from which page are they exiting?

For example, A store has more visitors of women than men. The owner wants to know why men are not coming to the store.in-depth research is made by asking questions to the men and it is concluded that the store has fewer items for men and therefore, more men are not visiting the store.

Drawbacks :

Qualitative research have not rigidity.The qualitative research method is based on individual perspectives. Since those perspectives can change, the data gathered is only reliable at the time it is gathered.

Qualitative research is more to me consuming research.Because researchers follow numerous tangents when collecting data, it takes more time to gather it.

Qualitative research is difficult to replicate the results. Because qualitative research is based on individual perspectives.